By Adeline Vandale
Art Direction isn’t just a detail.
It’s term 3, we’ve got 12 weeks left before our big day.
I would be lying if I said I am not worried about it.
We’ve started the term with a week led by Steve Harrison.
It’s amazing how he makes writing copy looks so easy.
There’s as much craft in a headline as there is in a visual.
At least, there should be.
As an Art Director, I’ve been worrying about my craft lately.
Jumping between partners to come up with our Easter campaigns, I’ve only realised today I need more time to end up with the results I have in mind.
And time’s so precious this year, sometimes it feels like Art Direction ends up being a simple detail.
But to me it isn’t.
I’m passionate about what I do, and I want to push myself and my craft everyday.
It saddens me to rush things for the sake of a deadline.
I want to shoot a whole range of clothes, draw a dozen of different soft and crazy characters for a cheese, have the choice between a hundred of key sets to pick the perfect one.
I’ve been told at this stage, the main thing is to put the idea on a page.
But with only 12 weeks left, I feel lied to.
The idea on a page will not differentiate us from the other teams out there.
The idea on a page, pushed to another level will.
And to get to that, we need craft.
And to craft, I need time.
I’ve had to make a difficult decision with myself yesterday night after having met with Ian.
If I really want to be the best I can be, I need to get some time to think and feed my soul.
So I’ve decided I’ll quit my weekend job.
I’ve barely been out during my Easter break because I needed to recover from the previous term.
Which means I’m coming into term 3 without enough to bring to the table.
How am I going to attract my second half if I’m an empty shell?
I’m more than motivated to make things work and push myself.
And I won’t let anything come in my way.
So hey Term 3, I think I’m ready.