What makes an art director good?

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Having a point of view, good design instincts, eye for photography, good references and taste others can trust.

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👆👆👆 all of that. Especially good taste and a wide array of references to pull from. Makes it so much easier to riff back and forth.

Able to concept scripts that are funny. And also aren’t afraid to try and write some lines, even if they’re kinda placeholdery.

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The question is what makes an art director good. If an AD can help concept and attempt to write out anything they envision to make the work better, then that’ll set them apart from the rest. Kind of like I write visually or concept visuals. All AD’s can design and photo shop, it’s about “what else?”

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Brings strong visual ideas and/or conceptual builds, competent at design.

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A good art director is also a decent copywriter.

And a good editor. And a good motion graphics designer. And an animator. Sound engineer. Director. Developer. Proof reader. Wardrobe, food and set stylist.

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Sure, executional chops always helps. But most great art directors could easily sub for their copy partners on a conceptual level.

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