Different productions, same creative direction.
Translating creative direction into visible decisions
Visual frame
Colour, typography, composition and photographic approach are linked to the campaign message.
Production brief
References are not just a likes board; It explains which aspects will be applied.
Design criticism
Feedback includes actionable changes and justifications rather than abstract adjectives.
What does the art director manage?
Art director determines the visual approach of the campaign or brand and ensures that the productions are consistent with this approach. I, Selçuk Aker, create the visual framework and evaluation criteria so that design decisions support the same message. In the project, which works I will directly produce and which I will direct are determined at the beginning.
Explaining the decision behind the reference
Liking an image does not mean it is suitable for the brand. It should be explained why the light, framing or typography approach in the reference is useful. Instead of copying the layout of another brand, a new visual language is developed to suit the need. This way, the team doesn't try to replicate the sample alone.
Applicable feedback
Instead of "make it stronger", the priority of the title, its contrast or its relationship with the visual can be discussed. When design criticism turns into a contest of personal taste, production slows down. Predetermined goals make it easier to decide what change is needed. A single approval person and a collective review process are also important.
Visual management scope
Concept development, design evaluation, shot direction and channel adaptations may be separate items. Photography, video or production expenses are calculated separately. You can look at my work and see how freelance art director support is set up with teams.
Frequently asked questions about art director support
Do an art director and a graphic designer do the same job?
Roles may intersect. Graphic designer produces applications; The art director is concerned with broader visual direction and consistency. The same person can take on two roles, the scope should still be explained.
Can you support our current design team?
Yes. Evaluation, guidance and production responsibilities can be separated according to the team structure.
Is attendance required for every meeting?
Necessary decision points are determined. Regular check-in phases and written feedback can be planned according to project need.
What decision is your team unable to agree on?
We can commonize message, visual approach and evaluation criteria before production.
- Campaign or brand goal
- Current production team and responsibilities
- Works to be evaluated and schedule
