Art Direction - EXERCISE

Edita Chew En Thung / 0357357

Art Direction / Bachelor of Design (Honours) in Creative Media / Taylor's University
Exercise


Table of Content

1. INSTRUCTIONS
2. PROCESS
      i. FINAL
3. FEEDBACK
4. REFLECTION


INSTRUCTIONS  


We are to research and gather info about a company we chose and interview the art director there to better grasp the concept and workflow of their jobscope.


PROCESS 

Week 1

During lecture we were briefed about the expectations of the outcome of the first exercise which is collecting research about the role of art direction in a company we will conduct research on.

Our team were brain storming and researching on the companies that we could conduct an interview with the art director with. I pulled some of my contacts and connections to get an interview with the company hotshoesasia, a data driven company. 

We assign roles during our meeting outside and everyone was expected to get to know their roles and complete the research within a designated timeframe.

Week 2

It was by the end of week 1, we have maintained communications and had set an online interview with the creative director by end of week 2.

Week 3

We were briefed about project 1 and were tasked on finding out a problem and identify them as we wished for the masses that might've faced the same problem.

Week 4

Started on Project management document and I made the timeline documentation (Gantt Chart) and documented the process in google sheets.

Assigned roles to my group mates and drafted the proposal document.

LINK TO DRIVE : HERE


Week 5

After consulting with sir, we are to proceed with the art direction for Project 1 & Project 2 management document and as well as start on the Final Project. 


Then I submitted the exercise in MyTimes along with the necessary docs.


DOCUMENT


SLIDES



REFLECTION

This exercise also allowed me to better understand certain aspects of the role of art direction in a professional creative context. The observation of the workflow Hotshoes Malaysia allowed me to observe that the role of the art director is not limited to aesthetics but entails leadership, collaboration, and decision-making at the multiple department level. I also found out that every step of the production cycle, such as briefing and end presentation, depends on clear production vision and communication.

The concept of VYZN AR eyewear also enhanced my understanding that an appreciation of the impact of art direction on user experience and permanency. I also learnt to balance the visual identity and intent - applying design features of color, typography, and mood to project inclusivity and responsibility.

Collaborating within a team enhanced my team work and management of project work particularly, organizing research, illustrations and composing paper to ensure a satisfactory and integrated proposal. Generally, the process enhanced my belief in the use of industry vocabulary, literal comprehension of creative structures, and having a critical thought about the scope of art director in actual creative production.


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