How to Art Direct great ideas What you will learn is how to better use your Art Director’s skills to craft your ideas. This is a creative lecture that was designed and written for the students of ADMA's Creative School. It has been written for Art Directors first and foremost but also with Copywriters in mind. Enjoy. Ps. And please share if you have learnt something from this presentation.

1. David Bell - Executive Creative Director MercerBell
ARTDIRECTING
IDEAS

2. youtube.com/watch?v=BHvGEJtcvrM
“Decide
what you
want to do,
and do it”

3. David Bell - Executive Creative Director MercerBell
ARTDIRECTING
IDEAS

4. Findyouowncreativeprocess

5. Thisisawesome
Thisistricky
Thisisshit
I’mshit
Thismightbeokay
Thisisawesome

25. Be a
creative
sponge
Never stop
feeding your mind

26. Look beyond your screens
for inspiration and ideas

28. Look up for
inspiration

29. Look
inside for
inspiration

31. www.
creativity-online.com
www.adsoftheworld.com/
www.directnewideas.com

32. Inspiration
is all around you
Write your ideas
down. Sketch,
snap & scan
them.

33. Always have
the product
on your desk

34. Taste
Touch
See
Smell
Hear

35. Ever wondered why
artists have so
many different
brushes?

36. Free your thinking.
If you get stuck,,
swap pens and the
ideas will soon flow.

37. David Bell - Executive Creative Director MercerBell
ARTDIRECTING
IDEAS

38. S i m p l e i s a l w a y s b e s t

39. S i m p l e i s a l w a y s b e s t

55. Never fear white space

58. oagworld.com/design/why-whitespace-matters/

60. If the idea has
an unreal twist,
use illustration
to help bring it
to life

63. Reflect
your ideas

67. Is there
an idea in
the logo?

72. Or on the
bottle?

75. Visualise
the benefit

79. A quick and easy
way to grab attention
Flip the image

85. Maintain
eye contact

86. Sharbat Gula was the subject of Steve McCurry's "Afghan Girl."

94. Select your shots carefully

95. Alberto Korda
Havana 5 March 1960

97. And crop
with care

98. Alberto Korda - Havana

100. Avoid visual
cliches or
your ideas
will fail

101. Complete kit

102. The exception

103. Versatility

106. The exception

107. Family

110. The exception

111. 20 more visual cliches to avoid

112. Opposites always
attract attention

113. Helvetica

116. David Bell - Executive Creative Director MercerBell
ARTDIRECTING
IDEAS

117. Designing by
the rule of thirds

119. designmodo.com/rule-thirds-grid-outline/e

120. Grids
are good
The Golden
Section and
the theory of
composition

121. 1505

122. 2015

125. Know when to stop.
Mr. Robert Waters
High School Art Teacher
“If it looks right. It is right.”

126. Try another view

127. David Bell - Executive Creative Director MercerBell
ARTDIRECTING
IDEAS

129. Love and
understand
type

130. Love and
understand
type

131. Love and
understand
type

133. www.dafont.com

134. Ideas in visual type

140. Don’t annoy
your Copywriter
(or the reader)

141. If your poor design
reduces readability,
then expect the
worst to happen.
If your poor design
reduces readability,
then expect the
worst to happen.

142. www.stcsig.org/mgt/docs/readability-kiss.pdf

145. When to let
the headline
do the talking

149. h#ps://www.youtube.com/watch?v=wnZr0wiG1Hg

150. David Bell - Executive Creative Director MercerBell
ARTDIRECTING
IDEAS

151. The Art
Director’s
secret weapon

152. desire

154. motion

157. emotion

161. Art Directing ideas
in living colour

166. David Bell - Executive Creative Director MercerBell
ARTDIRECTING
IDEAS

174. Take
the time
to learn
origami

175. www.adsoftheworld.com/media/dm/cocacola_fm_magazine_amplifier

178. How art direction
can be the idea

184. David Bell - Executive Creative Director MercerBell
ARTDIRECTING
IDEAS

185. The 10 things Art Directors
should show Don

186. 1. Be on time Be prepared, be enthusiastic,
be positive and be yourself. AND visit Don’s site and have
three questions to ask him about the job and his agency.
2. First impressions Begin with a great idea
and end with an even better one.
3. Turn good ideas, into great campaigns

187. 4. Be brutal Edit your work. Three great ideas,
always beats thirty three average ones.
5. Variety
Show a variety of work across multiple channels,
products and brands
- Charity vs FMCGs (Fast Moving Consumer Goods)
- Social vs OOH (Out Of Home)

188. 6. Presentation
Remember you’re an Art Director, so
presentation is extremely important
Portfolio vs Laptop vs iPad?
(Don was a copywriter,
so always consider your
audience carefully)

189. 7. Flexible Adapt your book for your audience and
rehearse each presentation.
8. Craft Show at least one fully Art Directed campaign.
9. Creativity Talk about your creative interests
outside of advertising.
10. Advice Listen carefully to all the feedback and
act on the advice that feels right for you.

190. David Bell - Executive Creative Director MercerBell
QUESTIONS