Art direction /
Mahon, Nik,
Art direction / Nik Mahon. - 183 pages : illustrations (chiefly colour) ; 23 cm. - Basics advertising ; 2 . - Basics advertising ; 2. .
Includes bibliographical references (page 175).
Introduction -- Chapter One: THE ROLE OF THE ART DIRECTOR -- What Art Direction is (and what it isn't) -- How art direction works -- The creative team -- The role of the art director -- Working with the specialists and seeing the job through -- Chapter Two: THE TOOLS OF ART DIRECTION -- Seeing things differently -- Doing things differently -- Give the audience something to discover -- Using ambiguous imagery -- Establishing a visual hierarchy -- Creating visual impact -- Simplicity and understatement -- Creating a distinct look for the brand -- Chapter Three: CREATING THE ADVERTS -- Getting prepared -- From visuals to the finished work -- Photography -- Illustration -- Typography -- Planning and Storyboarding commercials -- Chapter Four: MEDIA -- Posters -- Magazine and Press -- Television and Cinema -- Online -- Direct -- Ambient -- Other media -- Integrated media campaigns -- Chapter Five: IDEAS AND INSPIRATION -- Creative fuel -- Finding inspiration -- Emotion and empathy -- How to tell whether your idea's any good -- Chapter Six: GETTING YOUR FIRST JOB AS AN ART DIRECTOR -- Putting your book together -- Planning your campaign -- Approaching the agencies -- What the agency is looking for -- Your first placement and what happens next -- Support and resources -- Conclusion.
2940411212 9782940411214
Commercial art
Advertising.
Art direction
NC997 / .M234 2010
659.1045
Art direction / Nik Mahon. - 183 pages : illustrations (chiefly colour) ; 23 cm. - Basics advertising ; 2 . - Basics advertising ; 2. .
Includes bibliographical references (page 175).
Introduction -- Chapter One: THE ROLE OF THE ART DIRECTOR -- What Art Direction is (and what it isn't) -- How art direction works -- The creative team -- The role of the art director -- Working with the specialists and seeing the job through -- Chapter Two: THE TOOLS OF ART DIRECTION -- Seeing things differently -- Doing things differently -- Give the audience something to discover -- Using ambiguous imagery -- Establishing a visual hierarchy -- Creating visual impact -- Simplicity and understatement -- Creating a distinct look for the brand -- Chapter Three: CREATING THE ADVERTS -- Getting prepared -- From visuals to the finished work -- Photography -- Illustration -- Typography -- Planning and Storyboarding commercials -- Chapter Four: MEDIA -- Posters -- Magazine and Press -- Television and Cinema -- Online -- Direct -- Ambient -- Other media -- Integrated media campaigns -- Chapter Five: IDEAS AND INSPIRATION -- Creative fuel -- Finding inspiration -- Emotion and empathy -- How to tell whether your idea's any good -- Chapter Six: GETTING YOUR FIRST JOB AS AN ART DIRECTOR -- Putting your book together -- Planning your campaign -- Approaching the agencies -- What the agency is looking for -- Your first placement and what happens next -- Support and resources -- Conclusion.
2940411212 9782940411214
Commercial art
Advertising.
Art direction
NC997 / .M234 2010
659.1045