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The term art director is a blanket title for a variety of similar job functions in advertising, publishing, film and television, the Internet, and video games.
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General role
Various artists may create or develop specific parts of an art piece or scene; but a sole art director unifies the vision. In particular, the art director is in charge of the overall visual appearance and how it communicates visually, stimulates moods, contrasts features, and psychologically appeals to a target audience. The art director makes decisions about visual elements used, what artistic style to use, and when to use motion.
One of the most difficult problems that art directors face is to translate desired moods, messages, concepts, and underdeveloped ideas into imagery. During the brainstorming process, art directors, coworkers, and clients are engaged in imagining what the finished piece or scene might look like. At times, an art director is ultimately responsible for solidifying the vision of the collective imagination while resolving conflicting agendas and inconsistencies between the various individual inputs.
In advertising
Despite the title, an advertising art director isnt necessarily the head of an art department. In modern advertising practice, an art director typically works in tandem with a copywriter. The team usually works together to devise an overall concept (also known as the "big idea," etc.) for the ad, commercial, mailer, brochure, or other advertisement. The copywriter is responsible for the textual content, the art director for the visual aspects. But the A.D. may come up with the headline or other copy, and the copywriter may suggest a visual or the aesthetic approach. Each person usually welcomes suggestions and constructive criticism from the other. Ideally, the words and visual should not parrot each other; each should enhance or enlarge the others meaning and effect.
Art director/copywriter teams working methods v read more at » http://en.wikipedia.org/wiki/Art+director
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