Whenever you see any form of media, it is likely that there is a team of editors, designers, photographers, and many more creative people behind the media. These people are directed by an art director. An art director is an individual that has worked within the design industry for many years who leads, inspires, and influences how the project develops. The role of an art director can mean different things in different organisations. According to James Fenton the founder of Blimp Creative “As an art director you must be a leader; someone who inspires and guides the vision of the design team.” According to Jenny Theolin “the main differentiation working as a graphic designer and as an art director was that I worked more with people than computers.” This clearly demonstrates that each art director has their own view on what their job entails. The skills that an art director must have been those on par with a managerial position alongside those for a creative role. For example, an art director must have good team working skills, have excellent communication skills alongside having excellent interpersonal skills. Therefore, this can allow them to be able to work on a design alongside a brief with other creative people to obtain results to be able to present this work to the client that has employed them. To be able to get into the role of art director you must have a master's degree in Fine Art or Business Administration. For my case study I decided to go for the Campaign created by Bodyform about #wombstories. This video was aimed to beat the stigma about sensitive topics regarding people with wombs. The sensitive topics can include sex, miscarriage, and many others. For the advertising, the colours that were included were typically used to imply women’s issues. So, therefore, they used the colours pink and purple, almost giving off a harmonious/monochromatic colour scheme. After researching more about the campaign, I realised that there was more to the reasoning behind the campaign. They wanted all people with wombs to feel included so therefore throughout their campaign they were using the words “people with wombs” to include transgender men, non-binary people, intersex people, and all people that have wombs. Therefore, this advertising really set off and paved the way for inclusion for all people, almost having a real leap forward for other companies to take note of and really follow.
The art director for this campaign would have had a huge role in trying to make the advert appeal to all people that have wombs and not just women. The art director would have also had a giant role in ensuring that the colours used would appeal to the audience. Alongside the Art director, there would have been a whole team of illustrators, designers, musicians, actors, videographers, and many other creative people to ensure that this campaign was effective for the target audience.
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