Art direction

Member lesson

Art direction across a whole campaign

Lesson 6 of 12 in Art direction.

Lesson

A single image is art direction on easy mode. A campaign is forty assets in fourteen formats made over three months by people who were not in the original meeting, and holding it together is a different skill.

An ink drawing of a master photograph on an easel in a studio, surrounded by designers adapting it into tall, square and wide versions on their screens.
One agreed master image guiding every format the campaign needs.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “The one everything else is derived from and measured against.”

    • Sign-off
    • Asset matrix
    • Preference
    • Master asset
  2. Question 2, locked

    Which of these words means this? “The same idea rebuilt for another format. Not a resize.”

    • Adaptation
    • Intent
    • Headline
    • Direction without a crew
  3. Question 3, locked

    Which of these words means this? “Every format the campaign owes, listed before anything is shot.”

    • Asset matrix
    • Compromise version
    • Diagnosis
    • Brief

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