Copywriters

How important is art direction for spec work? I’m trying to build my book and am having a ton of trouble finding an AD to work with to design the ads.

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Also check out makesadswithme .com - they have a creative partner searching database and also if you just need a designer to comp your ideas (versus an Art Director to concept with) they also have a curated list of designers you can pay to help you.

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You’re having trouble because it’s not appealing to an art director to simply execute your idea, rather than do any true art direction. They’ll be getting the raw end of the deal, as the project will not be an example of their art direction for their book, so why would any art director agree to that? You should instead look for a graphic designer. Or, find an art director to create brand new ideas together, as a team.

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How something looks is really important, IMHO. Art director CD's and ECD's may appreciate a stellar idea, but they still like to see it executed as flawlessly as possible in the visual sense.

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Make sure YOU come up with the visual ideas. Finding someone to execute them is just a matter of search and time. You also might offer them a little scratch to do this for you. But the more you train yourself to think visually, the better off you'll be, in my opinion.

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Find ways around the need for an AD. Shoot a commercial, do something online. I believe if you're making any art lead, your art piece should be good or the whole thing will be judged unfairly.

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Ha—it’s a visual communications form. If I don’t know how you think visually, as well as with words, how can I tell what you’ll bring to the party?

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