Some advertisements convey strong information, and a simple visual image plus the appearance of the company is enough to express it. In fact, many famous advertisements come from a good visual creativity. On the other hand, many advertisements only need to be expressed in words, without the help of visual images, and the balance of the form, design, color, typesetting and arrangement of these words will affect the visual effect of advertisements.
Therefore, it is the job of the production designer to put forward an idea and realize it. Usually, the production designer will come up with an idea with the copywriter. When the idea is basically formed, the copywriter will write the content that needs to be expressed, such as the title, and the production designer will present the idea intuitively.
But this is not enough. Production designers should also understand the customer's business problems and provide positive solutions. For example, we want more people to know about our refrigerator, we want to sell more wine, or we want more people to take part in our competition, and so on. Production designers not only need to clearly understand the strategies behind advertising activities, but also need to provide effective countermeasures.
An excellent production designer is also a good salesman, who has good proposal skills and can explain his creative ideas to customers clearly and reasonably. At the same time, the production designer should also be an excellent manager. He must be able to manage himself, arrange his time, handle his work well and manage his team well. He should know clearly how long it takes to produce an idea, a design draft or a story version, and he also needs to control other people's time-
An excellent production designer must be ahead of the times. He or she must know what is popular now, what is out of date, what consumers are thinking, what they like and what is important to them. He should be wise, read widely and always feel the changes around him. Even watching movies is part of their job.
Finally, the job of production designer is probably one of the most interesting jobs in the world. Although the road to success is long and arduous, when your creative works are loved by the public, you will feel the pride and joy that comes with it-irreplaceable.
Advertising companies are usually divided into creative department, customer service department and media department. The creative department is responsible for conceiving and executing advertising ideas. The key person is the Executive Creative Director (ECD), who will be divided into several groups according to manpower. Each group will be led by one or two creative directors (CD) or assistant creative directors (ACD), one of whom is a copywriter and the other is an artist, but many people hold two jobs. In addition to conceiving advertisements, he is also responsible for guiding and training subordinates. There will be different groups under the creative director, and each group consists of a copywriter (CW) and a production designer (AD). Basically, two people will * * conceive advertisements together. Because the implementation work in production designer is generally complicated, most of them are assisted by an assistant, production designer. Experienced copywriters and production designers will be promoted to Senior Copywriter (SCW) and Senior Production Designer (SAD), but their jobs are similar to before.
The creative department also includes four small departments: TV production, graphic production, studio and flow. The TV production department has producers who are responsible for the overall planning of TV advertisements, but in fact, the advertising production company is responsible for advertising shooting. The printing production department has a printing production manager, who is mainly responsible for following up the printing of printing advertisements. The studio is equipped with positions such as visualizer, computer visualizer and painter. The traffic coordinator is responsible for coordinating aircraft production. The main job of customer service department is to contact customers and formulate creative guidance. The key figure is account manager (DCS), which is divided into different account directors (AD), deputy account directors (AAD), account managers (AM) and account directors (AE) according to different customers. The media department mainly advises customers on appropriate advertising media (such as TV, newspapers, magazines, posters, direct sales, etc.). ) and strive for the most reasonable fees for customers and the media. The key figure is the media director, composed of media executives and media planners. In fact, there is no strict difference between creative director and design director. Generally, large advertising companies (4A) are called creative directors, who are responsible for grasping the style and positioning of the whole product. Under his leadership, there are also deputy directors and production designers.
General small company, only in the small scope of graphic design, we call him creative director, design director can be, in fact, he is equivalent to production designer!