One of our art directors, Alejandra Angosto, tells us how important social media are in a campaign, as a way of interacting with our public.
What are the main skills of an Art Director? How is this professional profile?
The good art director must be receptive, flexible, perceptive and, above all, a good communicator. As art directors, we are in charge, together with the copys, of creating and communicating ideas. We conceive the campaign core and, from that concept, we visualize an idea that later is graphically materialized in an image.
And what are the essential ingredients in an advertising campaign?
To me, the perfect advertising campaign must be original and a real attention-getter, so audience feels identified with both the message and the product. It must also be simple and direct, which is not easy. Under my experience, the principle ‘less is more’ works most of the times.
As an art director, where do you usually find inspiration?
Everywhere: exhibitions, magazines, Instagram pics, films, anywhere in the internet… You must collect numberless visuals in your mind in order to face a project. It is crucial to have quality references and keep updated with new trends and insights.
Does creativity vary based on the type of channel used? How important are social media when launching a new campaign?
Every channel presents specific needs, and creativity is not only design, but rather must be applied to all the communication strategy: postings, interaction with users, marketing plans, advertising campaigns… Creativity is all.
Social media are an excellent channel to build a relationship with the audience that will be otherwise very difficult. They allow brands to both make contents go viral and make people feel part of the different actions planned. Every day, new digital trends with more creative, ephemeral contents appear, and it is our job to know how to make the most of it.
