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

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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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