Putting the Art in Art Direction

Last week I attend a senior portfolio show at Minneapolis College of Art & Design. I love this school for many reasons: it's located in a wonderful cultural city that fosters the arts in so many ways; it's the perfect size for a college campus, not too big, not too small; and its advertising program prioritizes artistic fundamentals.

These are the exact artistic fundamentals that I loved in Megan Baxter's portfolio. She was the first graduate I met and I ended up chatting with her so long that I didn't have enough time to see all the students (bummer). She did a series of posters that are a true example of putting the art in art direction.

She described how she created them and I was in awe. Mostly because I wondered if any of my senior art directors (mine or anyone else's for that matter) were tearing up pieces of paper or cutting out letter shapes with an exacto all in the name of a good layout. Kinda doubt it.

Portfolios from schools like MCAD or SCAD or SVA have a different feel than others. I truly believe it's because they stress the arts first and "advertising" second. Students spend a full year in their fundamentals classes learning letterpress, silk screening, book binding, drawing, painting and so on.

These are the skills that come through in their advertising work. Like Megan's posters. She could have done these on the computer. She could have done the backgrounds in photoshop and the type in illustrator. Most people do. But she used her hands and tools other than a computer. The result: purely artistic.

Range

I met a junior art director yesterday who had a portfolio with a very nice range of work. This is key when putting together your book. Essentially, if your book consists of photo + headline for most all your pieces you should rework it. Artistic range goes beyond that and shows you can create layouts with a varied amount of looks.

Sean Leonard is his name and he attended University of North Texas. When I complimented his range, he told me that at UNT students are not allowed to use stock photography in any of their work. Wow. Imagine that constraint. That's fantastic!

When you can't use stock photos you are forced to rethink how you will convey your idea visually. What Sean learned is essential. He learned to explore texture, line art, typography, hand writtten graphics, water color, as well as taking his own photos, all in the name of making him a better art director. Anyone can pick a photo and overlay a headline. Heck, I can do that.

Any junior art director needs to show they can think beyond a conventional photo and can execute a variety of graphical treatments on the computer. I appreciate that instructors at UNT teach this way, it really shows in their graduates work.

Either way

Before I write this, know that I wholeheartedly can go either way on this. Sometimes I yell out, "No, never." Other times, it's "Ok, cool."

Jr. Art Directors who can write. I know you've seen it. A portfolio filled with art direction, design and. . . copywriting samples. Folks, I just don't know what to do with that. Sometimes I just want to stick to the point and see how you can art direct. Help me out here. I'd love to know how other creative recruiters feel on this one.

Recently a jr. art director was in showing me their book. Amidst were radio and tv scripts. (ignore the fact that I am retarded and pretty much hate reading scripts from jrs). That day, I was only in the mood to accomplish what I set out to do: find a good jr. art director. I didn't want it muddled up with a half-writer. Do I judge their copywriting abilities with equal measure? Do I not consider them if their writing sucks?

I guess that's why I prefer online portfolios labeled by section. That way, if I am focused on just art direction that day I can choose not to look. Or, when I am curious and have the time I can see what other talents this person might bring to the table. There may come a time when I need them to bang out a headline or two and I full well know that writing ability would come in handy.

One I like right now

This book from a Jr. Art Director in Brazil is a good example of what I look for in range of ideas. I like that he stays away from the standard "photo + headline" layout with his Gendai and Lonely Planet pieces. I like that he shows his thinking in unique media placements with his NRDC and Money Gram work.

His resume isn't on his site, but I was impressed by that as well. It shows he is well traveled and well schooled. He has also won some outstanding awards.

All those things together make him an interesting junior candidate, despite what might be a tiny distance problem.

If I can design it. . .

The first gauge I use for judging student/junior work is whether or not it looks like I could have designed it. If the layout is so basic, so un-designed, so could have been done by me, then why the heck is it in your book?

I did not go to art school. I have not studied fonts and typography. I have not taken concepting classes. Yet, I can layout out some copy and a logo. That certainly does NOT make me an art director. You (art directors), on the other hand, have gone to art school or ad school and have studied type, design and layout. That you can (and have) laid out a postcard or two does not mean a thing to anyone who may potentially hire you.

You should not be putting pieces like this one in your book. It doesn't prove anything about your skills. It only shows someone asked you put some type on a postcard. And that was only because I was busy and couldn't do it for them.

Rugget?

And this from an ad school graduate. Do your instructors even give you feedback? Perhaps "use a dictionary" might be helpful.

I caught myself on fire to be an Art Director

In this age of mass, mass, mass email, what can a candidate/freelancer do to make sure their initial email contact to a recruiter gets noticed?
Or at the very minimum doesn't get deleted?

My guess is it's all in the title of the email. I open the ones that sound interesting (but not in a pornographic, I'm selling sex-machine pills kind of way). It's like guessing what's behind door #1. If I open it first will I find an interesting creative with fabulous work? Or somebody bland with equally boring work.

Here are some recent attempts to get my attention:
copywriter wears many hats, prefers flexfit (what the hell?)
here's my resume - knock wood (knock wood what?)
writerly proclivities (Is this English?)
award winning art director (uhhh, who isn't?)

and today's favorite: I caught myself on fire to be an art director which, if you can last more than 12 seconds of his intro video, he actually does.

Stunt Doubles

Mike Stone and Mike Stone.

Two creative freelancers in So. California. This is nothing more than the fact that I think two guys with duplicate names is funny.