It's been a bizzare several months since I've joined my current advertising agency. And one heck of a ride! Finally working as one of my dream job: an Art Director!
It took me a lot of searching and struggle, and learning that the all the events that happened to me and people I've met post my acceptance to this agency, were like a strange weave of path to connect me here. haha. I know that sounds very gay but it is strangely true. I truly believe now anything you strive for in life, whether it is only wishful thinking, the smallest effort can bring you closer and closer to that something. I know cause I'm living it!!
Not all is sunshine and lollipops. Heck, I'm surprised at how I've managed to keep positive with some "POLITE" personalities I have to work with. One week into it was like adapting to a new school, only it wasn't school where I can "choose" my friends, and I happened to experience a culture shock - in my own country.
IThere are plenty of things I learn on a daily basis. Everyday is trully different, I never know what to expect which is exciting. The first day I joined, I've already blended in easily like everyone was an old friend. Everyone in this field is crazy hehe. One thing I haven't forgotten the day I joined, I was immediately introduced to the project the team I joined were handling, with my colleague, a very down to earth and nice Art Director ( who isn't here anymore :() and senior copywriter (who happened to work with my sister before!)I didn't stop asking questions, one of the questions I asked was about the storyline. I thought it was too direct and they all replied " well because this is Indonesia. We cannot create something so freely."
That line punched me in the face. I was a newbie and yet I asked the most ignorant question. But it also made me a little sad. Is this a problem? Is it a question of accommodating the audience? Indonesian audience? The clients? or are we as the "creative thinkers" the ones responsible for the limitations?
An Art Director isn't just a fancy title. It's role differs according to which field you are in. There are Art Directors for film making/production houses (setting the look and feel of the film - correct me this is only to my understanding), Art directors for Graphic Design (less strategic oriented than in advertising, they usually require high crafting skills, but also brilliant conceptualizing), there's also animation, magazine layouts etc.
My job offers a lot of learning experience whether it is refining your crafting (skills), managing a team (whether your own, or working with other people outside the agency - such as photographers, directors, clients) and creating a communication strategy for a brand. This includes the whole campaign that a client requires you to develop for their brand.
The technical side requires us to own not just good designing skills, or drawing skills (and that is an ongoing debate these days, since it seems like rarely do art directors have to own this ability) but also:
* Strong communication skills: We receive a brief from a client. So far I learn it goes in this order:
Research Asking Who?
understanding Who the client is, what they want. "Who" the brand is, "who" are the target audience, by interviewing people, reading, asking, anything.
Strategy -> Solving the problem. Positioning, where we all as a team decide to take the direction of the brands image & product.
Conceptualizing -> Combining "a plan of attack" Gestalts Theory, to interpret the communication strategy. Whether is it the essence of a story line, a layout etc.
Ideas CRAZY IDEAS are welcome!
then Parlaying those thoughts into a thorough presentation
-> Verbal Communication
Execution & Aesthetics the best part! Visual Communication.
MAKING THE STORYBOARDS!! (which means myself with help decides angles, storylines )
SHOOTING!!! PHOTOSHOOTS!! DESIGNING!!! All of this requires technical skills, but also having a good sense in aesthetics that isn't specific to our taste, but according to where the whole direction is going.
Lastly: ENERGY
Anyone, whatever the role, as long as they are a part of it is going to need that. And alot of it, cause none of those things above are done from 9 to 5. Nope. You work irregular hours, and if needed spend the night awake for it. Time speaks differently for people in this industry. It's shorter, and faster!
Of course I've learned that, because I live in Indonesia, specifically in Jakarta now, there is a need to understand the "culture" we are communicating to. Working in the creative field automatically directs you to be a part of the pop culture. We ARE pop culture. So its a very interesting challenge to learn about who we are talking to. There is an idealism to pursue what we want - both personally or as a team, but then there is almost always intervention from the client's side. Which is where we need to give a smarter conviction or compromise or try and pray.. for a miracle hehe.
It also means everyone has to adapt, not just myself (who literally had to 'adapt' :))
It took me a lot of searching and struggle, and learning that the all the events that happened to me and people I've met post my acceptance to this agency, were like a strange weave of path to connect me here. haha. I know that sounds very gay but it is strangely true. I truly believe now anything you strive for in life, whether it is only wishful thinking, the smallest effort can bring you closer and closer to that something. I know cause I'm living it!!
Not all is sunshine and lollipops. Heck, I'm surprised at how I've managed to keep positive with some "POLITE" personalities I have to work with. One week into it was like adapting to a new school, only it wasn't school where I can "choose" my friends, and I happened to experience a culture shock - in my own country.
IThere are plenty of things I learn on a daily basis. Everyday is trully different, I never know what to expect which is exciting. The first day I joined, I've already blended in easily like everyone was an old friend. Everyone in this field is crazy hehe. One thing I haven't forgotten the day I joined, I was immediately introduced to the project the team I joined were handling, with my colleague, a very down to earth and nice Art Director ( who isn't here anymore :() and senior copywriter (who happened to work with my sister before!)I didn't stop asking questions, one of the questions I asked was about the storyline. I thought it was too direct and they all replied " well because this is Indonesia. We cannot create something so freely."
That line punched me in the face. I was a newbie and yet I asked the most ignorant question. But it also made me a little sad. Is this a problem? Is it a question of accommodating the audience? Indonesian audience? The clients? or are we as the "creative thinkers" the ones responsible for the limitations?
An Art Director isn't just a fancy title. It's role differs according to which field you are in. There are Art Directors for film making/production houses (setting the look and feel of the film - correct me this is only to my understanding), Art directors for Graphic Design (less strategic oriented than in advertising, they usually require high crafting skills, but also brilliant conceptualizing), there's also animation, magazine layouts etc.
My job offers a lot of learning experience whether it is refining your crafting (skills), managing a team (whether your own, or working with other people outside the agency - such as photographers, directors, clients) and creating a communication strategy for a brand. This includes the whole campaign that a client requires you to develop for their brand.
The technical side requires us to own not just good designing skills, or drawing skills (and that is an ongoing debate these days, since it seems like rarely do art directors have to own this ability) but also:
* Strong communication skills: We receive a brief from a client. So far I learn it goes in this order:
Research Asking Who?
understanding Who the client is, what they want. "Who" the brand is, "who" are the target audience, by interviewing people, reading, asking, anything.
Strategy -> Solving the problem. Positioning, where we all as a team decide to take the direction of the brands image & product.
Conceptualizing -> Combining "a plan of attack" Gestalts Theory, to interpret the communication strategy. Whether is it the essence of a story line, a layout etc.
Ideas CRAZY IDEAS are welcome!
then Parlaying those thoughts into a thorough presentation
-> Verbal Communication
Execution & Aesthetics the best part! Visual Communication.
MAKING THE STORYBOARDS!! (which means myself with help decides angles, storylines )
SHOOTING!!! PHOTOSHOOTS!! DESIGNING!!! All of this requires technical skills, but also having a good sense in aesthetics that isn't specific to our taste, but according to where the whole direction is going.
Lastly: ENERGY
Anyone, whatever the role, as long as they are a part of it is going to need that. And alot of it, cause none of those things above are done from 9 to 5. Nope. You work irregular hours, and if needed spend the night awake for it. Time speaks differently for people in this industry. It's shorter, and faster!
Of course I've learned that, because I live in Indonesia, specifically in Jakarta now, there is a need to understand the "culture" we are communicating to. Working in the creative field automatically directs you to be a part of the pop culture. We ARE pop culture. So its a very interesting challenge to learn about who we are talking to. There is an idealism to pursue what we want - both personally or as a team, but then there is almost always intervention from the client's side. Which is where we need to give a smarter conviction or compromise or try and pray.. for a miracle hehe.
It also means everyone has to adapt, not just myself (who literally had to 'adapt' :))
