Art direction, then and now by Abolaji Alausa
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Transcript of Art direction, then and now by Abolaji Alausa
Art Direction, Then and now.
Introduction
Nothing happens in a vacuum, Art Direction for the last half a century has developed in direct response to the social, political and economic tenor of the times.
The world has undergone many seismic changes, revolution of the internet, quantum leap in communications etc. From the dull and formulaic British advertising techniques, to learning from Madison avenue. Till the creative epicenter returned to Britain again, and then left again.
While ‘advertising’ generally has always had a fairly consistent meaning, design and art direction is a bit more problematic, the words at different points mean very different things to different people.
Communications became increasingly complex in the eighties (the designer decade) that led to the final indignity of turning the word ‘designer’ from a noun into a commercial adjective: designer glasses, designer shoes, designer anything.
So, we shall attempt to reveal that the broad, lazy generalization of pop, punk, and post-modernism don’t adequately sum up the sixties, seventies and eighties.
That design and art direction are not abstract activities practiced by a talented minority , but part of the fabric of all our lives.
We shall make recommendations for the future.
1960s
DDBChristian AidMartyn WalshMalcolm GluckEarly use of shock tacticsD&AD Silver
Colman Prentis & VarleyYardleyRobert BrownjohnClassic Visual PunD&AD Silver
The KMP PartnershipSalvation ArmyRay Rathborne (photography)Faux amatuer techniqueD&AD Silver
Pritchard WoodNational Provincial BankJohn WebsterMinimalism (message image)D&AD Silver
Vernon StrattonDebenham & FreebodyTony EvansPhotomontageD&AD Silver
DDBVolkswagenHelmut KroneJulian KoenigSimplicity, minimalismAd Age: Best Ad campaign of the century
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The Beatles The Rolling StonesColour TVHelveticaPop ArtLetraset screensPhotosetting3D IllustrationsThe MiniIndependence
Art direction in the sixties was revolutionary due to a dramatic social change, and an explosion of energy and vitality.
Final thoughts on the 60’s
1970s
Cramer SaatchiThe Health Education Council
DDBMTNAbolaji AlausaBabatunde Sule
Collett Dickenson PearceWhitbreadPaul SmithTerry lovelock/Tony Brignull
Collett Dickenson PearceGallaher
Collett Dickenson PearceGallaher
The Derek Forsyth partnershipPirelliAllen Jonesfetishistic
Hall advertisingScottish Health Education UnitD&AD Silver
Saatchi & Saatchi Garland-ComptonConservative Central OfficePersonification
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AbbaJackson fiveThe GodfatherRidley Scott (CDP)Photomontage
The seventies was a decade all over the place with a mix of styles and influences without any rallying cry or obvious unifying strand.
Final thoughts on the 70’s
1980s
25
Smith & MiltonJA Sharwood & CompanyHoward MiltonBrian GrimwoodMatisse-style brushstroke
DDBVolkwagenBarbara NokesD&AD Silver
FCO UnivasCiba Geigy2 D&AD Silvers83/84
Abbott Mead Vickers/SMSThe EconomistHeralded the obsessive focus of brand building in the 90s
Collett Dickenson PearceOlympus Optical CompanyTopicalD&AD award
Noah’s ArkBest Choice
Carter Hedger Mitchell & PartnersRomix Foods
Carter Hedger Mitchell & PartnersRomix FoodsTony MurankaWarren Madill
TBWALand RoverMalcolm GaskinNeil PattersonPage Turner
Michael JacksonHollywoodizationRetail designLong copyInternational agency networksLoose artistic imageryLevis Launderette
Complexity and contradiction, the designer decade, where style was placed over substance.
Everyone started doing stuff with chalks and gouaches and then put some type on it. Designers seriously thought they could be artist.
Final thoughts on the 80’s
1990s
Saatchi & Saatchi Flying ColoursD&AD Silver
Dentsu Young & RubicamMASAKAZU SAWAMINORU KAWASECannes Lion Grand Prix
Abbot Mead Vickers.BBDOThe EconomicsJohn HortonArguably the minimalist ad if the century2 D&AD Silvers
Abbot Mead Vickers.BBDOThe Economics
Simons Palmer Denton Clemmow & JohnsonNikeD&AD Silver
Jupiter Drawing RoomAaa School of AdvertisingVANESSA PEARSON LAWRENCE SEFTELCannes lions Gold
TBWAPlaytexTrevor Beattie. Nigel Rose
dotcomAnti advertising/designPhotography comebackDavid CarsonGrungeGlobalization. Brand management. Digital technology.
The decade copy died. Globalization forced agencies to ditch country specific dialogues and local references in favour of big image-driven ‘international’ campaigns.
Branding blurred the borders between design and advertising, and art directors had to rethink the core of their practice due to digital technology.
Final thoughts on the 90’s
2000s
SCPFJAUME RODRIGUEZBORJA ARTEAGACannes Lion Gold
Saatchi & SaatchiClub 18 - 30Mike SutherlandAnthony NelsonDavid DrogaMultiple Entendres Cannes Lion Gold
DDB Berlin - VW Polo - CCO: Amir Kassaei - ECD: Stefan Schulte - CD: Ludwig Berndl, kristoffer heilemann - AD: Mariam Grabmayer, Marcus Intek - I: Kirill ChudinskiyEpica Awards silver
DDB Berlin - Bosch - CCO: Amir Kassaei - ECD: Stefan Schulte - CD: Bright Van Den Valentyn, Tim Stuebane - AD: Rene Gebhardt, Bjorn Kernspeckt, Gen Sadakane, Wulf Rchtacek - P: Szymon PlewaG: Sebastian Kamp, Anke Vera Zink - MB: Angelika Mende - AM: Gesa Birkmann - AB: Kerstin KrausCannes lions silver
JWT Shanghai - Samsonite - ECD: Yang Yeo/Elvis Chau/Sheung Yan Lo - CD: Hattie Cheng/Rojana Chuasakul - AD: Rojana Chuasakul/Hoaxi LV/Danny Li/Surachai Puthikulangkura- C: Marc WangILL: Illusion. Grand Prix Cannes Lion 2011
The art director’s decadeShortened production processMeasurement techniquesSpecialization
Where are we?
Visual Literacy
Soviet Constructivism
Pop Art
Neoclassicism
Assvertising
Attitude Adjustment
Not every client is an assholeStop sulkingYou’re not an artist, you’re paid to provide a serviceGet used to being invisibleThe biggest library is in your head, not GettyTry automatic designingIf you borrow, give the originator a nodEnter competitionsTeach a classLove what you doDump your high school wardrobeHone your authorial skillsLess art school crapTake notesRead Briefs.
Art Direction: Route to Cannes
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