Art directors, or creative directors are in charge of a creative team that produces artwork to be displayed in magazines, on television, on billboards, on the web, or on products. A creative team can consist of artists, graphic designers, photographers, copywriters, and a production staff. Art directors make sure that each of these workers produce and complete their work on time and to the client’s satisfaction. Art directors also play a major role in the development of a project by making decisions on the visual elements of the project, and by giving the final say on the selection of models, art, props, colors, and other elements. To be an art director you will need advanced training in graphic design as art directors also often do some of the artwork and designing themselves. However, most of an art director’s time is spent doing supervisory and administrative work.
In advertising, this means branding and advertising for a client and ensuring that the new branding and advertising fits in with the client’s requirements and the image they wish to promote for their company or product. The main aspects of this role are to interpret a client’s communications strategy and then develop proposed creative approaches and treatments that align with that strategy. Another is to initiate and stimulate creative ideas for and from everyone involved in the creative process.
While the many advertising and graphic design schools do graduate people with their own degrees and diplomas, there is no degree or diploma in “creative directing”. Creative directors often have a strong command of the technical aspects of their business. Styles of creative direction are quite varied, however, with some creative directors being quite hands on while others will maintain a separation. Creative directors who are extremely familiar with a graphics software, for example, can personally sit at the computer and achieve a ‘look’ for an advertisement that is the center of a new strategy for a brand, but is eluding everyone. On the other hand, this attitude often leads to an inability to manage a team effectively, which can be severe weakness.
Most art directors have a degree in advertising and design, as well as advanced training in graphic design. In an advertising and design degree program you will learn to plan, design, and direct the creation and production of print ads, as well as learn how to run a successful 360-degree ad campaign. With the creative and business skills gained by proper training in advertising and design, you will be qualified to pursue a career as an art director or creative director.
Employment opportunities for art directors can be found with advertising agencies, magazine and newspapers, public relations firms, and manufacturers. However, over 20-30% of art/creative directors employed in india are self-employed or freelance.
The average salary for and art director is about 50,000 to 2,00,000 Rupees a month. Wages can vary by employer, area of the country, level of experience, responsibility, and size of the project. Many art directors also earn bonuses each year, which equal up to about 10 percent of their salaries