Creative director

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A creative director is a person who makes high-level creative decisions; oversees the creation of creative assets such as advertisements, products, events, or logos; and directs & translates the creative people who produce the end results. [1] Creative director positions are often found within the television production, graphic design, film, music, video game, fashion, advertising, media, or entertainment industries, but may be found in other creative organizations such as web development and software development firms as well.

Contents

A creative director is a vital role in all of the arts and entertainment industries and can be seen as another element in any product development process. The creative director may also assume the roles of an art director, copywriter, or lead designer. The responsibilities of a creative director include leading the communication design, interactive design, and concept forward in any work assigned. For example, this responsibility is often seen in industries related to advertisement. The creative director is known to guide a team of employees with skills and experience related to graphic design, fine arts, motion graphics, and other creative industry fields. Some example works can include visual layout, brainstorming, and copywriting.

Communication design

Advertising

In the advertising industry, a creative director is determined to develop various marketing schemes and strategies for a company or client that they are hired by. Assuming one is hired by a company that is fairly well known and established, there would be some type of creative department or management that the director would work with. The creative director would also serve as the project manager that works directly with employers, and in most circumstances, they would be responsible for designing concepts for advertisements and other promotional needs for their clients. Some examples of their duties involve copywriting and laying out chronological advertisement plans which explain the ongoing process of a project. It is important for an advertisement creative director to meet their goals at specific deadline with maximum efficiency as possible. To do so, they must be able to guide the creative department effectively from start to finish. Educational requirements of this position involve a blending of skills in business and journalism. To even be considered as a creative director, one would need to have years of experience in advertising (as little as five to as many as ten years). [2]

Advertising creative directors are usually promoted from copywriting or art directing positions. Familiarity with film-making techniques is also common. Creative directors rise to become executive creative directors or chief creative officers, a position with executive responsibility for the entire creative department, and some progress to chairman of a firm.

Creative directors usually possess a communication design, fine arts or animation degree. Copywriters may have degrees in journalism, language arts, or media innovation, or may develop more emphasis on advertising copywriting while pursuing a communication design degree.

Video games

With the increased team sizes and more specialized disciplines in the games industry, certain game designers are titled as "creative director", "executive designer", or "game director".[ citation needed ] A creative director in a video game company is usually responsible for product development across a number of titles and is generally regarded as the prime design authority across the company's product range. Some examples are Peter Molyneux, Sam Lake, Hidetaka Miyazaki, or Shigeru Miyamoto whose influence extends across more than one project. [3]

The creative director has an important responsibility in this industry. The director must devise ideas to lead a video game project forward and many responsibilities involve working with various individuals or teams spread out within the entire project or video-game production. This can include cross-functional collaboration with the various disciplines involved in games development. Academically speaking, a creative director is usually degree educated but there are some circumstances where a high school education strongly focusing on aspects such as art, graphics, computer science, and math can be acceptable and provide some valuable insight to students who hope to aspire in this field of work. Some skills that a creative director working in the video game industry may have include proficiency in computer programming and graphic development (illustrations, fine art) and have excellent interpersonal and writing skills (since they deal with many other clients and management leaders). The exact skills a game director possesses will depend on their background in the industry. Creative director, or game director, is not usually an entry-level position, but in a smaller studio it can be. This is more common in start-up companies for instance though normally one would have to earn that role by showing their skills and development over a period of years. The entertainment industry is not always a meritocracy, however, and sometimes people just luck into or inherit such positions. Creative directors have often done their share of lower-level startup positions such as internships or assisting other directors in art-related work fields. It is all about advancing through the career chain, and once one has earned the position a creative director, they may be eligible to work for larger and more popular game developing companies depending on how successful they have been with past collaborative projects. [4]

Films

The creative director in the film industry is referred to as the "production designer". A production designer carries a large responsibility of designing the look of a movie. The job is similar to a creative director's role in the video game industry in that they manage a team of employees and has to consistently develop new ideas and methods of working. It is vital that designers in this field are able to produce expressive and creative ideas and translate them into something cinematic. Usually a certain sum of funds is distributed among different departments in the production of a film (in this case, the art department). Creative directors must decide on how to distribute and use the funds in the most efficient and effective way to ensure maximum quality in the films art department. An example can include the structuring of scenes and sets once a film begins to undergo the shooting process. During this process, it is important for creative directors to understand what props and effects should be used and how they should be used among various sets and scenes of the film. Some important qualifications that one should have include being able to manage teams, having expertise in design (specifically in theatre, interior sets and art design), being open minded to new ideas and methods in regards to organizing film sets, and having an understanding of coordinating among different departments in order to move a project towards success. A creative director in the film industry usually starts out in lower ranks of the chain, such as an assistant to other art directors or as a draughtsman. [5]

Music

Creative supervisors in the field of music typically have various key roles that make up the whole. It is in this artistic field where the individual must master tasks that are relatable to one another. This role would guide and direct other musicians (such as the music director or artistic director) for greater overall program effectiveness. The three roles in this sense can consist of: the active musician, the musical art director, and the instructor that teaches and informs music for society. The main requirements one would need to have is an extensive background and knowledge of music (being able to master one or more instrument), understanding the principles and theories behind music composition, developing an understanding and connection with musicians that the director would be working with to communicate music in a harmonic and creative sense, and most importantly being able to develop leadership skills among other musicians. [6]

Fashion

History of Creative Directors in Top 5 Luxury Fashion Brands according to The Vogue Business Index: Spring/Summer 2023 History of Creative Directors.svg
History of Creative Directors in Top 5 Luxury Fashion Brands according to The Vogue Business Index: Spring/Summer 2023

Creative director is the highest creative position in a fashion house. The creative director does not design clothes, but instead formulates and impresses upon the designers an overarching concept or concepts for a certain collection and the label as a whole. A fashion creative director's main role is to establish what designs should be created, what will appeal to the target market, and how the concepts will be applied and distributed in collaboration with fashion designers who are responsible for creating the clothing and fabrics. [7] Beginning in the 2010's, fashion brands began to change creative directors on a much shorter timeline, sometimes ending a contract after less than a full calendar year. Some have taken to calling this phenomenon "fashion's musical chairs." [8]

See also

Related Research Articles

A film crew is a group of people, hired by a production company, for the purpose of producing a film or motion picture. The crew is distinguished from the cast, as the cast are understood to be the actors who appear in front of the camera or provide voices for characters in the film. The crew is also separate from the producers, as the producers are the ones who own a portion of either the film studio or the film's intellectual property rights. A film crew is divided into different departments, each of which specializes in a specific aspect of the production. Film crew positions have evolved over the years, spurred by technological change, but many traditional jobs date from the early 20th century and are common across jurisdictions and filmmaking cultures.

<span class="mw-page-title-main">Animator</span> Person who makes animation sequences out of still images

An animator is an artist who creates multiple images, known as frames, which give an illusion of movement called animation when displayed in rapid sequence. Animators can work in a variety of fields including film, television, and video games. Animation is closely related to filmmaking and like filmmaking is extremely labor-intensive, which means that most significant works require the collaboration of several animators. The methods of creating the images or frames for an animation piece depend on the animators' artistic styles and their field.

<span class="mw-page-title-main">Commercial art</span> Art created for commercial purposes, primarily advertising

Commercial art is the art of creative services, referring to art created for commercial purposes, primarily advertising. Commercial art uses a variety of platforms for viewers with the intent of promoting the sale and interest of products, services, and ideas. It relies on the iconic image to enhance recall and favorable recognition for a product or service. An example of a product could be a magazine ad promoting a new soda through complementary colors, a catchy message, and appealing illustrative features. Another example could be promoting the prevention of global warming by encouraging people to walk or ride a bike instead of driving in an eye catching poster. It communicates something specific to an audience.

Video game design is the process of designing the rules and content of video games in the pre-production stage and designing the gameplay, environment, storyline and characters in the production stage. Some common video game design subdisciplines are world design, level design, system design, content design, and user interface design. Within the video game industry, video game design is usually just referred to as "game design", which is a more general term elsewhere.

Sound design is the art and practice of creating soundtracks for a variety of needs. It involves specifying, acquiring or creating auditory elements using audio production techniques and tools. It is employed in a variety of disciplines including filmmaking, television production, video game development, theatre, sound recording and reproduction, live performance, sound art, post-production, radio, new media and musical instrument development. Sound design commonly involves performing and editing of previously composed or recorded audio, such as sound effects and dialogue for the purposes of the medium, but it can also involve creating sounds from scratch through synthesizers. A sound designer is one who practices sound design.

A video game producer is the top person in charge off overseeing development of a video game.

Art director is the title for a variety of similar job functions in theater, advertising, marketing, publishing, fashion, film and television, the Internet, and video games.

The role of an assistant director on a film includes tracking daily progress against the filming production schedule, arranging logistics, preparing daily call sheets, checking cast and crew, and maintaining order on the set. They also have to take care of the health and safety of the crew. The role of an assistant to the film director is often confused with assistant director but the responsibilities are entirely different. The assistant to the film director manages all of the directors in development, pre-production, while on set, through post-production and is often involved in both personnel management as well as creative aspects of the production process.

A technical director (TD) is usually a senior technical person within e.g. a software company, engineering firm, film studio, theatre company or television studio. This person usually has the highest level of skill within a specific technical field.

Video game development is the process of creating a video game. It is a multidisciplinary practice, involving programming, design, art, audio, user interface, and writing. Each of those may be made up of more specialized skills; art includes 3D modeling of objects, character modeling, animation, visual effects, and so on. Development is supported by project management, production, and quality assurance. Teams can be many hundreds of people, a small group, or even a single person.

Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. Copywriting is aimed at selling products or services. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

<span class="mw-page-title-main">Motion graphic design</span> Subset of graphic design

Motion graphic design, also known as motion design, is a subset of graphic design which combines design with animation and/or filmmaking, video production, and filmic techniques. Examples include kinetic typography and graphics used in film and television opening sequences, and station identification logos of some television channels.

Television crew positions are derived from those of film crew, but with several differences.

Graphic design careers include creative director, art director, art production manager, brand identity developer, illustrator and layout artist.

A music supervisor is a person who combines music and visual media. According to the Guild of Music Supervisors, a music supervisor is “a qualified professional who oversees all music related aspects of film, television, advertising, video games and other existing or emerging visual media platforms as required.” In the musical theatre industry, a music supervisor is often responsible for managing a team of music directors working on any number of musical productions. In visual productions, the music supervisor usually works with the directors, writers or producers to choose which songs are best suited for the scenes.

A production artist is a technical and creative position in a creative profession. The job title originated at advertising agencies, assigning what was known as paste-up work to the position. Production artists work closely with the designer and art director to execute the design. What distinguishes "production art" from design is opportunities to utilize prepress knowledge into creativity and design training in the work involved. The degree of technical knowledge required for some production art work may be comparable to higher skilled engineering, especially with computers.

<span class="mw-page-title-main">Wardrobe stylist</span> Someone who selects the clothing for publications or public appearances

A wardrobe stylist, also fashion stylist, is a consultant who selects the clothing for published editorial features, print or television advertising campaigns, music videos, concert performances, and any public appearances made by celebrities, models or other public figures. Stylists are often part of a larger creative team assembled by the client, collaborating with the fashion designer, photographer/director, hair stylist, and makeup artist to put together a particular look or theme for the specific project. A wardrobe stylist can also be referred to as a fashion stylist, fashion editor, or celebrity stylist. According to one view, "Stylists are the people who push each celebrity to make the best dressed list," and assist with editorial photo shoots.

<span class="mw-page-title-main">Video design</span> Creative field of stagecraft

Video design or projection design is a creative field of stagecraft. It is concerned with the creation and integration of film, motion graphics and live camera feed into the fields of theatre, opera, dance, fashion shows, concerts and other live events. Video design has only recently gained recognition as a separate creative field. For instance, United Scenic Artists' Local 829, the union representing designers and scenic artists in the US entertainment industry, only added the Global Projection Designer membership category in 2007. Prior to this, the responsibilities of video design would often be taken on by a scenic designer or lighting designer. A person who practices the art of video design is often known as a Video Designer. However, naming conventions vary worldwide, so practitioners may also be credited as Projection Designer, "Media Designer", Cinematographer or Video Director. As a relatively new field of stagecraft, practitioners create their own definitions, rules and techniques.

The VFX creative director is a position common in films, television programs, and computer games using a large amount of visual effects (VFX).

Creative technology is a broadly interdisciplinary and transdisciplinary field combining computing, design, art and the humanities. The field of creative technology encompasses art, digital product design, digital media or an advertising and media made with a software-based, electronic and/or data-driven engine. Examples include multi-sensory experiences made using computer graphics, video production, digital music, digital cinematography, virtual reality, augmented reality, video editing, software engineering, 3D printing, the Internet of Things, CAD/CAM and wearable technology.

References

  1. Brooke, Eliza. "So... can anyone tell me what a creative director does". The Outline. Retrieved 2021-04-19.
  2. "Advertising Creative Director Job Description, Salary, and Training Information." 300+ Job Descriptions: Find Your Dream Job in 2011. N.p., n.d. Web. 1 Nov. 2011. <http://www.jobdescriptions.net/business/advertising-creative-director/ Archived 2019-03-30 at the Wayback Machine >.
  3. Hepler, Jennifer Brandes, ed. (24 April 2019). Women in game development : breaking the glass level-cap. CRC Press. ISBN   978-1-000-00777-0. OCLC   1275129602.
  4. Careers in focus: computer and video game design. 2nd ed. New York: Ferguson, 2077. p.17-24.
  5. "Art Department – Skillset." Welcome to Skillset – Skillset. N.p., n.d. Web. 19 Oct. 2011. <http://www.skillset.org/film/jobs/productiondesign Archived 2011-11-26 at the Wayback Machine >
  6. "Traits and Skills of a Music Director – League of American Orchestras." Home – League of American Orchestras. N.p., n.d. Web. 2 Dec. 2011. < "Traits and Skills of a Music Director - League of American Orchestras". Archived from the original on 2011-11-23. Retrieved 2011-12-04.>
  7. "Fashion Director: Inside Jobs." Discover new career opportunities and paths that can take you there: Inside Jobs. N.p., n.d. Web. 4 Dec. 2011. <http://www.insidejobs.com/jobs/fashion-director>.
  8. Stroom, Marthe (2022-12-28). "Annual review: The musical chairs of creative directors in 2022". FashionUnited. Retrieved 2023-11-08.