Art Direction | Exercise

22/9/26 - 0/0/26 [ Week 1 - Week 4 ]

Nicco Chew Jin Xun (0366563)

Art Direction | Bachelor of Design (Hons) in Creative Media | Taylor's University

Tutor: Mr. Fitri

---

Table of contents

1. Instructions

2. Lecture

3. Project/Process Work

4. Feedback

5. Reflection

---

Instructions

---

Lecture

---

Project / Process Work

---

Feedback

Week 1 

General Feedback: 

Today was our first lecture, focusing on “From Graphic Designer to Art Director” and how to properly read and interpret a client brief. I learned that the role of an Art Director involves more than just creating visuals. It requires us to understand the client’s background, target audience, objectives, context, and the problem that the campaign is trying to solve. 

We also learned how to break down a client brief and identify the key information, creative opportunities, challenges, and possible directions before jumping into the design process. The part that left the strongest impression on me was the formula for developing a Creative Problem Statement. It gave me a clearer way to translate a broad client brief into a more focused creative problem, which I think will be useful when developing concepts and art direction for future projects.

Specific Feedback:

For the Class Activity, I started analysing the client brief by identifying the key information, target audience, objectives, challenges, and opportunities before thinking about visual ideas. For the Individual Task, I started researching the client's previous campaigns and competitors. I focused on their visual styles, colours, imagery, and recurring patterns to identify possible clichés and opportunities for a fresher art direction.

Week 2 

General Feedback:
Specific Feedback:

Week 3 

General Feedback: N/A
Specific Feedback: 

N/A

Week 4 

General Feedback: 
Specific Feedback: 

---

Reflection