From Basic to Luxury Brand (Art Direction is Key)

00:00 - The reason for making this video
01:43 - Medium-sized content productions
03:09 - The brands nailing it on social
04:00 - What is Art Direction?
4:35 - What is good Art Direction?
6:34 - The inspiration phase (Pinterest)
8:17 - Idea 1 (moodboard & process)
9:08 - Art direction result 1
9:32 - Idea 2 (moodboard & process)
10:48 - Art direction result 2
11:12 - Idea 3 (moodboard & process)
12:47 - Art direction result 3
13:05 - Idea 4 (moodboard & process)
15:00 - Art direction result 3
15:19 - How to allocate resources
18:05 - Former art direction project
18:21 - How and where to use this approach

In this video I'll walk you through a sort of Art Direction 101 as I show you my own process of diving into the topic.

Art direction is what sets luxury brands apart from the rest. It's that " brand feeling" that you can't describe. And it can be seen in photography, video & film, graphic design, sound design and everything else that makes up advertising.

I'm breaking down my art direction process, taking you from finding inspiration on Pinterest; Combining ideas and themes into concepts (conceptualizing); Planning the production; And actually executing the art direction.

However, I want to stress that on a day-to-day basis, I'm working in more of a creative director role. It's about commercial value. But art direction is about taste. And that's always been a personal interest of mine.
In a creative director role, I'm working with creative briefs, but in this art direction exercise the preparation has to go even deeper.

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