Art direction, then and now by Abolaji Alausa
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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.
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Art direction, then and now by Abolaji Alausa
- 1. Art Direction, Then and now.
- 2. 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.
- 3. 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.
- 4. 1960s
- 5. DDB Christian Aid Martyn Walsh Malcolm Gluck Early use of shock tactics D&AD Silver
- 6. Colman Prentis & Varley Yardley Robert Brownjohn Classic Visual Pun D&AD Silver
- 7. The KMP Partnership Salvation Army Ray Rathborne (photography) Faux amatuer technique D&AD Silver
- 8. Pritchard Wood National Provincial Bank John Webster Minimalism (message image) D&AD Silver
- 9. Vernon Stratton Debenham & Freebody Tony Evans Photomontage D&AD Silver
- 10. DDB Volkswagen Helmut Krone Julian Koenig Simplicity, minimalism Ad Age: Best Ad campaign of the century
- 12. 12
- 13. Final thoughts on the 60’s The Beatles The Rolling Stones Colour TV Helvetica Pop Art Letraset screens Photosetting 3D Illustrations The Mini Independence Art direction in the sixties was revolutionary due to a dramatic social change, and an explosion of energy and vitality. 13
- 14. 1970s
- 15. Cramer Saatchi The Health Education Council
- 17. Collett Dickenson Pearce Whitbread Paul Smith Terry lovelock/Tony Brignull
- 20. The Derek Forsyth partnership Pirelli Allen Jones fetishistic
- 21. Hall advertising Scottish Health Education Unit D&AD Silver
- 22. Saatchi & Saatchi Garland-Compton Conservative Central Office Personification
- 23. Final thoughts on the 70’s Abba Jackson five The Godfather Ridley 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. 23
- 24. 1980s
- 25. Smith & Milton JA Sharwood & Company Howard Milton Brian Grimwood Matisse-style brushstroke 25
- 27. FCO Univas Ciba Geigy 2 D&AD Silvers 83/84
- 28. Abbott Mead Vickers/SMS The Economist Heralded the obsessive focus of brand building in the 90s
- 29. Collett Dickenson Pearce Olympus Optical Company Topical D&AD award
- 31. Carter Hedger Mitchell & Partners Romix Foods
- 32. Carter Hedger Mitchell & Partners Romix Foods Tony Muranka Warren Madill
- 33. TBWA Land Rover Malcolm Gaskin Neil Patterson Page Turner
- 34. Final thoughts on the 80’s Michael Jackson Hollywoodization Retail design Long copy International agency networks Loose artistic imagery Levis 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.
- 35. 1990s
- 36. Saatchi & Saatchi Flying Colours D&AD Silver
- 37. Dentsu Young & Rubicam MASAKAZU SAWA MINORU KAWASE Cannes Lion Grand Prix
- 38. Abbot Mead Vickers.BBDO The Economics John Horton Arguably the minimalist ad if the century 2 D&AD Silvers
- 39. Abbot Mead Vickers.BBDO The Economics
- 41. Simons Palmer Denton Clemmow & Johnson Nike D&AD Silver
- 42. Jupiter Drawing Room Aaa School of Advertising VANESSA PEARSON LAWRENCE SEFTEL Cannes lions Gold
- 43. TBWA Playtex Trevor Beattie. Nigel Rose
- 44. Final thoughts on the 90’s dotcom Anti advertising/design Photography comeback David Carson Grunge Globalization. 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.
- 45. 2000s
- 46. SCPF JAUME RODRIGUEZ BORJA ARTEAGA Cannes Lion Gold
- 49. Saatchi & Saatchi Club 18 - 30 Mike Sutherland Anthony Nelson David Droga Multiple Entendres Cannes Lion Gold
- 50. DDB Berlin - VW Polo - CCO: Amir Kassaei - ECD: Stefan Schulte - CD: Ludwig Berndl, kristoffer heilemann - AD: Mariam Grabmayer, Marcus Intek - I: Kirill Chudinskiy Epica Awards silver
- 51. 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 Plewa G: Sebastian Kamp, Anke Vera Zink - MB: Angelika Mende - AM: Gesa Birkmann - AB: Kerstin Kraus Cannes lions silver
- 52. 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 Wang ILL: Illusion. Grand Prix Cannes Lion 2011
- 55. Where are we? The art director’s decade Shortened production process Measurement techniques Specialization
- 57. Visual Literacy
- 60. Attitude Adjustment Not every client is an asshole Stop sulking You’re not an artist, you’re paid to provide a service Get used to being invisible The biggest library is in your head, not Getty Try automatic designing If you borrow, give the originator a nod Enter competitions Teach a class Love what you do Dump your high school wardrobe Hone your authorial skills Less art school crap Take notes Read Briefs.
- 61. Art Direction: Route to Cannes Local Content