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We all aren’t given enough time to actually produce the things we’re presenting. It’s even more so like that for art directors, a craft that often takes more time!
Maybe? My partner doesn’t really comp anything anymore. They just render AI Slop/Scrap and throw it in a deck.
A lot of agencies treat art directors like they’re studio, and that’s the biggest time suck to fight against imo. As an art director who prides themselves on being more conceptual, you have to make sure you’re being resourced properly so you have the time to think. I make an effort to set expectations up front that I will need studio support on asset builds after selling through the hero artwork. There is no reason a client needs to see every banner in all 6 sizes or each ooh layout in the buy for a round 1 or 2 presentation, and accounts will not waste my time trying to make it happen. Studio is much more efficient, and they will just rebuild my files anyways.
Not as many ADs in leadership so it’s not just a client problem - CDs also make these stupid asf requests or don’t understand why it’s unreasonable and push back on accounts.
What do you mean lately? We’ve always had less time to think because our job just takes more time. Beyond comping and making decks art directors also take on a more active role in production - they’re packaging files, creating briefs for vendors and reviewing hundreds of assets.
I’ve been doing most of my brainstorming during my commute because my workdays and evenings are all meetings and comping time 😵💫
I think the way CDs see us has changed. Somehow, suddenly ADs aren’t seen as ideators anymore. Everybody has an opinion on an image, and with AI, everybody feels entitled to think they can do as much, if not better. While AI in copy has very rapidly proven to be “made by AI,” it’s the same with images, but for some reason, it’s bothering people and audiences less. This comes at a time when the industry has more and more diverse people from around the world, which highlights a disconnect. North American and European ADs are trained differently. In Europe, the focus is on ideas, and to become an AD you don’t necessarily need a graphic design diploma, just training in advertising and knowledge of the software. In North America, however, ADs are seen as trained and upgraded designers, and CDs aren’t scared of asking mainly that of them.
The masses don’t care or the masses don’t see the work or the clients don’t care what the masses think. One of the three.
Abrupt segue, but this is one of examples of the masses not only caring but protesting AI-generated work.
https://youtu.be/sbCFNiJQLw0?si=BBaCLjUfTJwp8-PP
I’ve also seen it with one of the brands I work on where we got lit up in the comments for using an AI-generated model using the product. The guy wasn’t AI-generated, just super handsome.
Been this way for a while now.
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Art takes longer than copy. It’s always been like that.