How it works
In advertising and magazines the art director develops the visual concept, prepares the mood board and chooses the light and the shots with the photographer. The creative director usually owns the brand's wider direction, the art director the specific image.
On set the art director often stands by the screen and watches the frames in real time. They may ask the model to change pose, gaze or mood so the picture matches the idea.
A model should understand that an art director's notes are not personal criticism: they are a way of getting closer to the agreed result.
In practice
At a fragrance advert shoot the art director stands by the screen. She asks the model to look not at the camera but past it, and to lift his chin slightly so the light falls on his cheekbones. After a few frames she says "that one", and the team moves on to the next look.
What to watch for
- Look at the mood board before the job.
- Take notes calmly and try the next variation quickly.
- If you do not understand the brief, ask: it saves time.
Related terms
Frequently asked
01How does an art director differ from a photographer?
The photographer creates the frame technically; the art director owns the idea and the final image.
02Does the art director attend castings?
Often, especially for campaigns where the model has to fit the concept.