Donald Trump can help you become a better Art Director

DONALD TRUMP CAN HELP YOU BECOME A BETTER ART DIRECTOR

#DAVID BELL - EXECUTIVE CREATIVE DIRECTOR #MERCERBELL

7 STEPS TO BECOMING A GREAT ART DIRECTOR

2017 ADMA CREATIVE SCHOOL



COPYRIGHT NOTICE: This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright Act, no part of this material may be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529. All enquiries should be addressed to MercerBell 4/70 George Street The Rocks Sydney NSW 2000 AUSTRALIA (02) 9299 0802.

Jorn Utzon

Look beyond your screens

for inspiration

Look up for

inspiration

Simpson House since the 1950s - 249-251 Pitt Street Sydney

Look down for

inspiration

Visit for

inspiration

Margaret Preston Australian Gum Blossoms(c. 1928)

Wassily Kandinsky Russian Artist

Margaret Preston Wheelflower(c. 1929)

Look inside for inspiration

www.spd.org/

Society of Publication Designers

Inspiration

is all around us.

Write down all your ideas. Sketch, snap

& scan them.

Jot down your ideas. Sketch, snap

& scan them.

Always have

the product on

your desk

Taste Touch Smell Sight Sound

Crewe's Rolls-Royce Factory By Peter Ollerhead 1950s

Ever wondered why

artists use so many different brushes?

Free your thinking.

If you get stuck,, swap pens and the ideas will flow.

JARED CLARK

Cut-Up William S. Burroughs by Brion Gysin

www.adsoftheworld.com/

www.directnewideas.com www. creativity

-online.com

This is awesome This is tricky This is shit Im shit This might be okay Im awesome

T h e b e s t t h i n g I k n o w a b o u t v i s u a l t e c h n i q u e s

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

A designer knows he/she has

achieved perfection not when

there is nothing left to add,

but when there is nothing left

to take away. Antoine de Saint-Exupry

never fear white space

N e v e r f e a r w h i t e s p a c e

https://boagworld.com/design/why-whi

tespace-matters/

If the idea has

an unreal twist,

use illustration

to help bring it

to life

Reflect your ideas

Is there an idea in the logo?

Is there an idea on the bottle?

Visualise the benefit

toughness

sharpness

strength

A quick and easy way to grab attention

Maintain eye contact

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

Select your shots carefully

Alberto Kordas Che 5 March 1960

Alberto KordaHavana 5 March 1960

And crop with care

Alberto Korda - Havana

Avoid visual cliches

The exception

Versatility

The exception

Opposites always attract attention

Helvetica

Take

the time

to learn

origami

www.adsoftheworld.com/media/

dm/cocacola_fm_magazine_ampl

ifier

Become a creative sponge

and never stop feeding your mind

Golden Ratio.

Section, Mean

or Proportion.

The Fibonacci

Sequence

1.618

The Golden Spiral

Parthenon 432 BC

Grids are good

Vitruvian Man

Designing by the

rule of thirds

41% 20%

14%25%

POA

Primary Optical Area

Alberto Kordas original 35mm negative

Alberto Kordas Che 5 March 1960

www.motocms.com/blog/en/

rule-of-thirds-use-websi

te-design/

https://petapixel.com/20

16/01/30/10-myths-

about-the-rule-of-thirds

/

Know when to stop

Mr. Robert Waters

High School Art Teacher

David.

If it looks right.

It is right.

Try another view

Mr. Robert Waters

High School Art Teacher

Grids are good

Let type into your life

Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didnt have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and sans serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science cant capture, and I found it fascinating.None of this had even a hope of any practical application in my life. But 10 years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, its likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backward 10 years later.

1976

2017

Love, and

understand

type

UPPER CASE

lower case

Love, and

understand

type

Study type

Ideas in visual type

Dont annoy your Copywriter (or y

our reader)

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

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

Type is one of the main tools of your trade

www.stcsig.org/mgt/docs/

readability-kiss.pdf

www.smashingmagazine.com

/2009/04/8-simple-ways-t

o-

improve-typography-in-yo

ur-designs/

psfk.com/2016/03/mobile-

typography-techniques-

design-for-smartphones.h

tml

When to let the headline do the talking

slideshare.net/Reosurfer

desire

search

delivery

luxury

Art Directing ideas in living colour

vibrant

Colour is your

secret weapon

How art direction

can be the idea

Bedroom in Arles - First version, October 1888. Oil on canvas, 72 x 90 cm,Van Gogh Museum, Amsterdam

GETTING INTO THE CREATIVE DEPARTMENT

1. THE INTERVIEW

FIRST IMPRESSIONS

1. YOUVE FINALLY GOT AN INTERVEIW.LEAVE A LASTING IMPRESSION.

FIRST IMPRESSIONS

Begin your book with a great idea. And end with an even better one.

2. WHAT FORMAT SHOULD MY BOOK BE?

THE PRESENTATION

2. SITE, eMAIL A PDF, LAPTOP OR iPAD? TRY THE PERSONAL TOUCH OF YOUR BOOK.

THE PRESENTATION

Think carefully about how you present your book. You are selling your work , your talents and yourself.

3. HOW MUCH WORK DO I NEED TO SHOW?

EDIT

EDIT

3. BE BRUTAL & EDIT YOUR BOOK

Three great ideas, always beats thirty three average ones.

4. WHAT TYPE OF WORK SHOULD I SHOW?

VARIETY

4. MIX IT UP

VARIETY

Show a broad range of creative work across multiple channels, products and brands.

5. HOW FINISHED SHOULD MY IDEAS BE?

SHOW YOUR CRAFT

5. BE JOB READY

SHOW YOUR CRAFT

Rough visuals scamps are fine, but have at least one fully written or art directed campaign.

6. WHAT IF I DONT HAVE ENOUGH GOOD WORK?

BUILD ON YOUR BEST

Peggys presenta-on h0ps://www.youtube.com/watch?v=LYxl-DJ9CEs

6. TAKE YOUR BEST IDEA AND PUSH IT THROUGH SOCIAL CHANNELS

BUILD ON YOUR BEST

Turn a good ideas, into great campaigns.

BE FLEXIBLE

7. HOW CAN I STAND OUT?

7. BE ORIGINAL AND FRESH

BE FLEXIBLE

There are many different types of agency. Adapt your book for each individual agency.

8. SHOULD I TALK ABOUT MY BLOG?

CREATIVITY

8. SHOW YOUR DEPTH

CREATIVITY

Show your creative pursuits outside of advertising.

9. DIFFERENT CDs LIKE DIFFERENT WORK?

LISTEN

9. TAKE ADVICE

LISTEN Listen carefully to all the feedback and act on the consistent advice.

10. IM TOO NERVIOUS

CDs ARE VERY BUSY PEOPLE

Don in ac-on. h0ps://www.youtube.com/watch?v=mbr3bkny0OQ

10. TALK ABOUT WHAT YOU CAN BRING TO THE DEPATMENT

CDs ARE VERY BUSY PEOPLE

Be prepared, be enthusiastic, be positive and be yourself. Dont be a pest, but do follow-up.

GETTING A JOB

CREATIVITY

CRAFT THE ART DIRECTION BOOK

A PARTING THOUGHT

1979 - 2017

Beware of looking for goals: look for a way of life.

A PARTING THOUGHT

Decide how you want to live and then see what you can do to make a living within that way of life. Hunter S Thompson

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2017 ADMA CREATIVE SCHOOL2017 ADMA CREATIVE SCHOOL

DAVID BELL EXECUTIVE CREATIVE DIRECTOR - MERCERBELL

GOOD LUCK


COPYRIGHT NOTICE: This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright Act, no part of this material may be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529. All enquiries should be addressed to MercerBell 4/70 George Street The Rocks Sydney NSW 2000 AUSTRALIA (02) 9299 0802.

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Donald Trump can help you become a better Art Director

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