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DONALDTRUMP CAN
HELPYOU BECOMEA
BETTERARTDIRECTOR
#DAVID BELL - EXECUTIVE CREATIVE DIRECTOR #MERCERBELL
7 STEPS TO BECOMING
A GREAT ART DIRECTOR
2017 ADMA CREATIVE SCHOOL
7 STEPS TO BECOMING
A GREAT ART DIRECTOR
2017 ADMA CREATIVE SCHOOL
COPYRIGHT NOTICE: This material and the work produced f...
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
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
Thisisawesome
Thisistricky
Thisisshit
I’mshit
Thismightbeokay
I’mawesome
7 STEPS TO BECOMING
A GREAT ART DIRECTOR
2017 ADMA CREATIVE SCHOOL
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
S i m p l e i s a l w a y s b e s t
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 ...
N e v e r f e a r w h i t e s p a c e
https://boagworld.com/design/why-whitespace-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 Korda’s ‘Che’ 5 March 1960
Alberto Korda
Havana 5 March 1960
And crop
with care
Alberto Korda - Havana
Avoid
visual
cliches
The exception
The exception
The exception
Opposites always
attract attention
Helvetica
Times
Take
the time
to learn
origami
www.adsoftheworld.com/media/dm/cocacola_fm_magazine_amplifier
Become a
creative
sponge
and never stop
feeding your mind
2017 ADMA CREATIVE SCHOOL
7 STEPS TO BECOMING
A GREAT ART DIRECTOR
2017 ADMA CREATIVE SCHOOL
Golden Ratio.
Section, Mean
or Proportion.
The Fibonacci
Sequence
1.618
The Golden
Spiral
Parthenon – 432 BC
1503
2017
Grids
are good
Vitruvian Man
Designing by the
rule of thirds
41% 20%
14%25%
POA
Primary Optical Area
Alberto Korda’s original 35mm negative
Alberto Korda’s ‘Che’ 5 March 1960
www.motocms.com/blog/en/rule-of-thirds-use-website-design/
https://petapixel.com/2016/01/30/10-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
7 STEPS TO BECOMING
A GREAT ART DIRECTOR
2017 ADMA CREATIVE SCHOOL
Let type
into your
life
Let type
into your
life
Reed College at that time offered perhaps the best calligraphy instruction in the country.
Throughout the campus every pos...
1976
2017
Love, and
understand
type
UPPER CASE
lower case
Love, and
understand
type
Study type
Ideas in visual type
Don’t annoy
your Copywriter
(or your reader)
If your poor design
reduces readability,
then expect the
worst to happen. 
If your poor design
reduces readability,
then e...
Type is one of the main
tools of your trade
www.smashingmagazine.com/2009/04/8-simple-ways-to-
improve-typography-in-your-designs/
psfk.com/2016/03/mobile-typography-techniques-
design-for-smartphones.html
When to let
the headline
do the talking
slideshare.net/Reosurfer
7 STEPS TO BECOMING
A GREAT ART DIRECTOR
2017 ADMA CREATIVE SCHOOL
desire
search
delivery
luxury
Art Directing ideas
in living colour
vibrant
vibrant
Colour is your
secret weapon
7 STEPSTO BECOMING
AGREATARTDIRECTOR
2017 ADMA CREATIVE SCHOOL
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
7 STEPS TO BECOMING
A GREAT ART DIRECTOR
2017 ADMA CREATIVE SCHOOL
GETTINGINTOTHE
CREATIVEDEPARTMENT
1. THE INTERVIEW
FIRST IMPRESSIONS
1. YOU’VE FINALLY GOT AN INTERVEIW.
LEAVE A LASTING IMPRESSION.
FIRST IMPRESSIONS
Begin your book with a great idea.
And e...
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 ...
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 campa...
6. WHAT IF I DON’T HAVE ENOUGH GOOD WORK?
BUILD ON YOUR BEST
Peggy’s	
  presenta-on	
  h0ps://www.youtube.com/watch?v=LYxl...
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. I’M 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 ...
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 ...
168.013 views on SlideShare
www.slideshare.net/Reosurfer
2017 ADMA CREATIVE SCHOOL2017 ADMA CREATIVE SCHOOL
DAVID BELL EXECUTIVE CREATIVE DIRECTOR - MERCERBELL
GOOD LUCK
2017 ADMA CREATIVE SCHOOL
COPYRIGHT NOTICE: This material an...
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How Donald Trump can help you become a better Art Director


The 2017 updated version of the ADMA Creative School Art Direction lecture designed to help and inspire all young creatives hoping to get a job in an agency creative department.

Published in: Marketing
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Advertising Art Direction and Design

  1. 1. DONALDTRUMP CAN HELPYOU BECOMEA BETTERARTDIRECTOR
  2. 2. #DAVID BELL - EXECUTIVE CREATIVE DIRECTOR #MERCERBELL 7 STEPS TO BECOMING A GREAT ART DIRECTOR 2017 ADMA CREATIVE SCHOOL
  3. 3. 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.
  4. 4. Jorn Utzon
  5. 5. Look beyond your screens for inspiration
  6. 6. Look up for inspiration Simpson House since the 1950s - 249-251 Pitt Street Sydney
  7. 7. Look down for inspiration
  8. 8. Visit for inspiration Margaret Preston – Australian Gum Blossoms (c. 1928)
  9. 9. Wassily Kandinsky – Russian Artist
  10. 10. Margaret Preston – Wheelflower (c. 1929)
  11. 11. Look inside for inspiration
  12. 12. Look inside for inspiration
  13. 13. www.spd.org/ Society of Publication Designers
  14. 14. Inspiration is all around us. Write down all your ideas. Sketch, snap & scan them.
  15. 15. Jot down your ideas. Sketch, snap & scan them.
  16. 16. “Always have the product on your desk”
  17. 17. Taste Touch Smell Sight Sound
  18. 18. Crewe's Rolls-Royce Factory  By Peter Ollerhead 1950s
  19. 19. Ever wondered why artists use so many different brushes?
  20. 20. Free your thinking. If you get stuck,, swap pens and the ideas will flow. JARED CLARK
  21. 21. ‘Cut-Up’ William S. Burroughs by Brion Gysin
  22. 22. www.adsoftheworld.com/ www.directnewideas.com www.  creativity-online.com
  23. 23. Thisisawesome Thisistricky Thisisshit I’mshit Thismightbeokay I’mawesome
  24. 24. 7 STEPS TO BECOMING A GREAT ART DIRECTOR 2017 ADMA CREATIVE SCHOOL
  25. 25. 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
  26. 26. S i m p l e i s a l w a y s b e s t
  27. 27. S i m p l e i s a l w a y s b e s t
  28. 28. S i m p l e i s a l w a y s b e s t
  29. 29. “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-Exupéry  
  30. 30. N e v e r f e a r w h i t e s p a c e
  31. 31. https://boagworld.com/design/why-whitespace-matters/
  32. 32. If the idea has an unreal twist, use illustration to help bring it to life
  33. 33. Reflect your ideas
  34. 34. Is there an idea in the logo?
  35. 35. Is there an idea on the bottle?
  36. 36. Visualise the benefit
  37. 37. toughness
  38. 38. sharpness
  39. 39. strength
  40. 40. A quick and easy way to grab attention
  41. 41. Maintain eye contact
  42. 42. Sharbat Gula was the subject of Steve McCurry's ‘Afghan Girl”’
  43. 43. Select your shots carefully Alberto Korda’s ‘Che’ 5 March 1960
  44. 44. Alberto Korda Havana 5 March 1960
  45. 45. And crop with care
  46. 46. Alberto Korda - Havana
  47. 47. Avoid visual cliches
  48. 48. The exception
  49. 49. The exception
  50. 50. The exception
  51. 51. Opposites always attract attention
  52. 52. Helvetica
  53. 53. Times
  54. 54. Take the time to learn origami
  55. 55. www.adsoftheworld.com/media/dm/cocacola_fm_magazine_amplifier
  56. 56. Become a creative sponge and never stop feeding your mind
  57. 57. 2017 ADMA CREATIVE SCHOOL
  58. 58. 7 STEPS TO BECOMING A GREAT ART DIRECTOR 2017 ADMA CREATIVE SCHOOL
  59. 59. Golden Ratio. Section, Mean or Proportion.
  60. 60. The Fibonacci Sequence 1.618
  61. 61. The Golden Spiral
  62. 62. Parthenon – 432 BC
  63. 63. 1503
  64. 64. 2017
  65. 65. Grids are good Vitruvian Man
  66. 66. Designing by the rule of thirds
  67. 67. 41% 20% 14%25% POA Primary Optical Area
  68. 68. Alberto Korda’s original 35mm negative
  69. 69. Alberto Korda’s ‘Che’ 5 March 1960
  70. 70. www.motocms.com/blog/en/rule-of-thirds-use-website-design/
  71. 71. https://petapixel.com/2016/01/30/10-myths- about-the-rule-of-thirds/
  72. 72. Know when to stop Mr. Robert Waters High School Art Teacher   “David. If it looks right. It is right.”
  73. 73. “Try another view”   Mr. Robert Waters High School Art Teacher  
  74. 74. Grids are good
  75. 75. 7 STEPS TO BECOMING A GREAT ART DIRECTOR 2017 ADMA CREATIVE SCHOOL
  76. 76. Let type into your life
  77. 77. Let type into your life
  78. 78. 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 didn’t 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 can’t 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, it’s 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.
  79. 79. 1976 2017
  80. 80. Love, and understand type
  81. 81. UPPER CASE lower case Love, and understand type
  82. 82. Study type
  83. 83. Ideas in visual type
  84. 84. Don’t annoy your Copywriter (or your reader)
  85. 85. If your poor design reduces readability, then expect the worst to happen. If your poor design reduces readability, then expect the worst to happen.
  86. 86. Type is one of the main tools of your trade
  87. 87. www.smashingmagazine.com/2009/04/8-simple-ways-to- improve-typography-in-your-designs/
  88. 88. psfk.com/2016/03/mobile-typography-techniques- design-for-smartphones.html
  89. 89. When to let the headline do the talking
  90. 90. slideshare.net/Reosurfer
  91. 91. 7 STEPS TO BECOMING A GREAT ART DIRECTOR 2017 ADMA CREATIVE SCHOOL
  92. 92. desire
  93. 93. search
  94. 94. delivery
  95. 95. luxury
  96. 96. Art Directing ideas in living colour
  97. 97. vibrant
  98. 98. vibrant
  99. 99. Colour is your secret weapon
  100. 100. 7 STEPSTO BECOMING AGREATARTDIRECTOR 2017 ADMA CREATIVE SCHOOL
  101. 101. How art direction can be the idea
  102. 102. Bedroom in Arles - First version, October 1888. Oil on canvas, 72 x 90 cm, Van Gogh Museum, Amsterdam
  103. 103. 7 STEPS TO BECOMING A GREAT ART DIRECTOR 2017 ADMA CREATIVE SCHOOL
  104. 104. GETTINGINTOTHE CREATIVEDEPARTMENT
  105. 105. 1. THE INTERVIEW FIRST IMPRESSIONS
  106. 106. 1. YOU’VE FINALLY GOT AN INTERVEIW. LEAVE A LASTING IMPRESSION. FIRST IMPRESSIONS Begin your book with a great idea. And end with an even better one.
  107. 107. 2. WHAT FORMAT SHOULD MY BOOK BE? THE PRESENTATION
  108. 108. 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.
  109. 109. 3. HOW MUCH WORK DO I NEED TO SHOW? EDIT
  110. 110. EDIT 3. BE BRUTAL & EDIT YOUR BOOK Three great ideas, always beats thirty three average ones.
  111. 111. 4. WHAT TYPE OF WORK SHOULD I SHOW? VARIETY
  112. 112. 4. MIX IT UP VARIETY Show a broad range of creative work across multiple channels, products and brands.
  113. 113. 5. HOW FINISHED SHOULD MY IDEAS BE? SHOW YOUR CRAFT
  114. 114. 5. BE JOB READY SHOW YOUR CRAFT Rough visuals ‘scamps’ are fine, but have at least one fully written or art directed campaign.
  115. 115. 6. WHAT IF I DON’T HAVE ENOUGH GOOD WORK? BUILD ON YOUR BEST Peggy’s  presenta-on  h0ps://www.youtube.com/watch?v=LYxl-­‐DJ9CEs  
  116. 116. 6. TAKE YOUR BEST IDEA AND PUSH IT THROUGH SOCIAL CHANNELS BUILD ON YOUR BEST Turn a good ideas, into great campaigns.
  117. 117. BE FLEXIBLE 7. HOW CAN I STAND OUT?
  118. 118. 7. BE ORIGINAL AND FRESH BE FLEXIBLE There are many different types of agency. Adapt your book for each individual agency.
  119. 119. 8. SHOULD I TALK ABOUT MY BLOG? CREATIVITY
  120. 120. 8. SHOW YOUR DEPTH CREATIVITY Show your creative pursuits outside of advertising.
  121. 121. 9. DIFFERENT CDs LIKE DIFFERENT WORK? LISTEN
  122. 122. 9. TAKE ADVICE LISTEN Listen carefully to all the feedback and act on the consistent advice.
  123. 123. 10. I’M TOO NERVIOUS CDs ARE VERY BUSY PEOPLE Don  in  ac-on.    h0ps://www.youtube.com/watch?v=mbr3bkny0OQ  
  124. 124. 10. TALK ABOUT WHAT YOU CAN BRING TO THE DEPATMENT CDs ARE VERY BUSY PEOPLE Be prepared, be enthusiastic, be positive and be yourself. Don’t be a pest, but do follow-up.
  125. 125. GETTING A JOB CREATIVITY CRAFT THE ART DIRECTION BOOK
  126. 126. A PARTING THOUGHT 1979 - 2017
  127. 127. “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  
  128. 128. 168.013 views on SlideShare www.slideshare.net/Reosurfer 2017 ADMA CREATIVE SCHOOL2017 ADMA CREATIVE SCHOOL
  129. 129. DAVID BELL EXECUTIVE CREATIVE DIRECTOR - MERCERBELL GOOD LUCK 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.

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