Raquel Abajo, one of our art directors, tells us something about her daily work, their inspirational sources, and the importance of the emotional copywriter.
Could you define your work?
I am an art director and therefore I have to conceive and design together with the copywriter the whole concept and graphic line of any campaign. Since we receive the project briefing, we start to think in the particulars and requirements, plus we provide both an aesthetic and style to the concept and execute the process till the very end.
Where do you find inspiration?
I find inspiration everywhere. A keen observer, I also try to keep pace with new trends every day.
What will you say are the essentials in a good advertising campaign?
A good team or connection among all people involved in the project, so everyone can feel identify with the product and thus, the ad may deliver a greater commercial impact. The goal is to make it accessible to the audience but using a witty twist to grab both media and consumer attention. Finally, it must connect with the ‘now’ we are living in, both people and trends.
Are we more visual or verbal?
My experience tells me that no image works without the right text. Both go together, backing each other. If we could only receive visuals, they will eventually seem all the same, given the number of visual impacts we receive every day. This is why the good copywriter is able to make you stop and think, channeling your emotional you.
How could you know which visual or graphic style may work for a certain subject?
It clearly depends on the subject. Each account has a commercial or emotional purpose, and therefore a different graphic style. Besides, the brand manual may help to stimulate creatives towards a graphic style that the client may like.
How has technology influenced the illustration world?
It has been a major influence, indeed. Today, everything moves and evolves. A good visual improves greatly when you personalize it through technology and movement, establishing a greater connection with the audience and making them feel part of the story. Years ago, we only had fairy tales and novels to arouse our imagination from a flat or mental image… Nowadays there are millions of possibilities for art directors to keep advertising alive.
