WHAT DOES A INTERACTIVE ART DIRECTOR DO? (In the Entertainment industry. What Does A Interactive Art Director Do?)

Gkess Animation / Photo Credit: Paradise in Motion - GKess

WHAT DOES A INTERACTIVE ART DIRECTOR DO? (In the Entertainment industry. What Does A Interactive Art Director Do?)

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What Does A Interactive Art Director Do?

A Creative Art Director might be doing anything from building a website to drawing sketches for a video game, but an Interactive Art Director is probably going to be designing web and mobile content more than anything else, and no matter how good it looks, if it doesn't get your users where they want to go, then you shouldn't expect too much in the way of creative job placement. All Creative Art Directors have final say in the aesthetic presentation of a project, but an Interactive Art Director needs to figure out how to adjust that to the user's needs.

With an increasingly saturated online advertising market more fields in this versatile industry emerge demanding for more specialization. Art direction for online media is relatively rare as art directors normally don’t specialize in one particular media. The reason for this newly emerged role however is justified by the fact that a campaign conceptualized for a print or TV format cannot easily be translated into online environments. Time and space constraints are very different and also do technical possibilities offer more than a one-way communication of traditional media. Personalization of messages and social interaction between companies and consumers require an in depth knowledge of technological possibilities. Technology is therefore central in forming concepts online.

The ways that consumers choose to interact with media are changing and evolving at a more accelerated pace than ever before. To stay relevant and better engage with consumers, entertainment media companies employ artists and web developers who have the talent and expertise to produce new, innovative web products.

Duties

The interactive art director takes the lead role in the research, development, and launch of new web-based products and services meant to serve the marketing and promotional goals of the company. This person will supervise a staff of graphic designers, who specialize in online content creation and closely collaborate with web developers to prototype then deploy a wide range of interactive properties. Among the assets under the purview of the interactive art director are websites, mobile applications, and widgets that are developed for social networking sites. In coordination with product managers and the marketing department, this person identifies a strategy by which an online product can benefit a particular brand, such as a film, video game, or album. The art director will outline the goals of the project and then create design documentation and prototype procedures that he or she delivers to the development staff. Several iterations are necessary before a final concept is ready for production.

Responsible for establishing the overall look of the project, the interactive art director will assign art content creation tasks to the graphic design staff and communicate with web developers to ensure compatibility of design and platform. This person must publish staff schedules and account for development hours. Depending on the specific needs of the product, asset creation may include the use of programs like Photoshop and Illustrator or dictate the production of video and audio. It will be the responsibility of the art director to contract with vendors for the production of assets outside of the department’s capabilities or in such cases that additional staff is necessary. He or she will see that the finished property is deliverable on time and present the result for senior company managers. After receiving approval, the interactive art director will supervise the launch of the property.

Skills & Education

An individual holding this position should demonstrate considerable talent for traditional art, as well as a command of graphic design software. Necessary proficiency includes Adobe products and Flash programs, and knowledge of software such as Maya, 3ds Max or Zbrush is also beneficial. Therefore, a college degree in graphic art and design or fine art is recommended for work as an interactive art director. As familiarity with video production and sound design is also preferred for this role, courses in digital video production and audio engineering are encouraged. It is also helpful to study basic computer programming and the use of HTML and CSS.

What to Expect

The interactive art director is a senior-level creative leader who is capable of effectively leading a development team and clearly outlining goals for all members of the department. He or she is not only responsible for the quality production of art assets and engaging interactive platform, but also for ensuring timely delivery of work and management of numerous projects simultaneously. This person can seek employment by an entertainment company such as a major motion picture studio or record label or work for a third-party development company that caters to the entertainment industry. Those interested in pursuing a career as an interactive art director may gain applicable experience as an advertising art director or art director specializing in video game development. Employment as a graphic designer, web developer, or similar role can lead to advancement to this position.

Sources, References & Credits: Google, Wikipedia, Wikihow, WikiBooks, Pinterest, IMDB, Linked In, Indie Wire, Film Making Stuff, Hiive, Film Daily, New York Film Academy, The Balance, The Numbers, Film Maker, TV Guide Magazine, Media Match, Quora, Creative Skill Set, Investopedia, Variety, No Film School, Daily Variety, The Film Agency, Best Sample Resume, How Stuff Works, Career Trend, Producer's Code of Credits, Truity, Production Hub, Producers Guild of America, Film Connection, Variety, Wolf Crow, Get In Media, Production Beast, Sony Pictures,

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Gkess Animation / Photo Credit: Paradise in Motion - GKess