As part of the 1st-year Creative Communication Course taught at the Danish School of Media and Journalism (DMJX), Clare McNally gave a talk containing useful tips and advice about Art Direction. The talk to students, is inspired by students, with most examples sourced from previous study years ... the good, the bad and the WTF? The media of print and OOH dominated as they form a great foundation for training young Art Director eyes.
Many real-life campaigns were also shared, dissected and discussed to jolt critical visual thinking. An effective tool in communicating the do's and don'ts is to show alternatives. Students often struggle to imagine the journey an art director may have gone on in order to end up at the perfect solution.
Examples like this wonderful campaign for TAM Airlines highlights the importance of hierarchy in a layout and shows how art direction can brilliantly elevate a concept for maximum impact.
Another simple, cheeky example of art direction punching above its weight, for low-budget client Tesco. The brand essence is captured perfectly as affordable, everyday products become the hero. This formulaic campaign's been running for a while ... the copy ain't bad either.
The talk formed part of a two week programme curated by Art Director, Cathrine Understrup. Clare McNally previously taught the Art Direction module at DMJX for several years.