1. Working under the Art Director includes many members being in charge of visuals, copy, concepts, props
1.1. Hence, the Art Director has to make sure the product is well-managed and produced by the whole team
2. What I have learnt
2.1. Elements & Principles of Design
2.1.1. These elements help me to gain fundamental knowledge through the lens of design
2.1.2. I start to observe objects in the house by asking which elements & principles are they having
2.1.2.1. I realize there could be multiple elements & principles in one objects. So it depends on which aspects I want to focus on the object
2.1.3. This is an always-on learning journey for me to really understand and apply them properly in my future works
2.2. TVC promotion feedback
2.2.1. Should take digital application into consideration
2.2.2. Having strong cultural insight in design is a must
2.2.3. In Mass Media, ensuring the commerciality in an ad is a must
2.3. Teamwork
2.3.1. Beside a strong creative concept, detail planning is the key for any excellent work
2.3.1.1. Props list
2.3.1.2. Storyboard
2.3.1.3. Budget planning
2.3.1.4. Script
2.3.1.5. Casting
3. The importance of Art Director to the Advertising & Media industry (Barker 2018)
3.1. Generating their personal sense of art in clients' desired messages; yet, ensuring the commerciality in their creative concept
3.1.1. Require them to have in-depth understanding of target audience and the media platforms
3.2. Coming up with a strong creative idea which is the backbone of any creative and branding campaigns
3.3. Team management
4. Different roles of an Art Director (Mitchell 1988)
4.1. 'Manager' in a creative team
4.1.1. Task management
4.1.1.1. Ensuring every creative concept is aligned with creative brief requirements
4.1.1.2. Ensuring the task meets the deadline
4.1.2. Human management
4.1.2.1. Harmonizing human in the team with different sense of art/ styles as a whole
4.1.2.2. Being in charge of human allocation to ensure the team performance
4.2. Working with the planner to understand about the client, target audience, campaign goal
5. Skills/ knowledge that I would like to develop further
5.1. Video editing
5.1.1. Why?
5.1.1.1. I am most interested in filming and creating visual footages in general
5.1.1.2. I am having a plan to strongly build my filmmaking skills as a plus in my portfolio
5.1.2. How?
5.1.2.1. Learning from frequently watching award-winning TVCs, high quality works from industry professionals to get inspirations
5.1.2.2. Self-practice by gradually making my own footages of any kinds and purposes to enhance my skills
5.1.2.3. Constantly strive for peer and trusted feedback for my works
5.2. The practice Elements & Principles of design theory (Adams 2013)
5.2.1. Why?
5.2.1.1. This is one of the fundamental knowledge which helps me to initially develop my creative thinking in design
5.2.1.2. Helps me to gain strong critical thinking in design when applying in my future professional works
5.2.1.3. Highly applicable
5.2.2. How?
5.2.2.1. Self-practice by analyzing my surrounding objects to have better observation and theory application
5.2.2.2. Looking for more educational courses on LinkedIn learning to have better knowledge review and learning
5.3. Visualization in storytelling
5.3.1. Why?
5.3.1.1. During the course, I find myself struggle in figuring out how to visualize my ideas properly. .
5.3.1.2. Being not confident in my drawing causes my hesitation in visualizing ideas
5.3.1.3. The lack of this skills may push me back in my creative process, specifically drawing storyboard, the application of shapes, forms and colors, which will be used a lot in my professional communication practitioner.
5.3.2. How?
5.3.2.1. I acknowledge my learning style is by capturing what I have seen in my memory as a source for my creative creation.
5.3.2.1.1. Start to mindfully observe my surroundings to carefully capture the visual
5.3.2.1.2. Looking for aesthetic visuals in high-appreciated magazines, books and films and analyzing the artist's visualization rationale
6. What will I do differently in future projects (mainly about the preparation steps)
6.1. Cultural insights in design
6.1.1. Why?
6.1.1.1. Avoid any serious cultural conflicts in design
6.1.1.2. To embrace and involve the cultural identity in my future works
6.1.1.3. Elaborating more depth in my work by showing an empathy to the culture
6.1.2. How?
6.1.2.1. Gain cultural understanding through credible sources as an initial step in research
6.1.2.2. Having trusted feedback on my work to have multiple perspectives from audiences
6.2. Get inspiration as many as possible
6.2.1. Why?
6.2.1.1. How?
6.2.1.1.1. Practice the habit of capturing moments in any forms: video, picture, sketching. This would simulate my creativity thinking and the sense of art
6.2.1.1.2. Always keep myself up-to-date with the current trends and new insights
6.2.1.2. Having the enormous source of inspiration would help me to generate creative ideas better and faster
6.2.1.3. A way to improve myself better by learning from others
6.2.1.4. My goal is to explore my creative styles as many as possible so that I can differentiate myself from the mass