the brief
Disney enlisted The Agency's expertise to create a captivating full-page ad for the prestigious ADCOLOR Awards event, an annual event celebrating diversity in advertising, marketing, PR, media, and entertainment. With ADCOLOR's theme of "double down, double up," emphasizing rising up and reaching back, Disney aimed to speak to these ideas but also infuse the ad with their own values in their commitment to diversity, equity, and inclusion (DE&I). They wanted the ad to stand out amidst the program's congratulations by challenging norms and incorporating bold messaging. The primary goals were to honor the winners and create an ad that stopped viewers in their tracks, fostering connection through powerful imagery and messaging. To strike the right balance between boldness and brand alignment, Disney requested two options: one adhering to their brand toolkit and one allowing for more creative freedom.
the team
1
account supervisor
1
project coordinator
4
designers
2
copywriters
the process
establishing art directions
In the initial kick-off meeting with client, the Disney team gave us key words and concepts to work off of and we laid out a basic work-back timeline. With a clear understanding of the brief and our time constraints, the team leads got together to plan a tight internal plan and timeline to ensure that we were able to complete the work on a Disney-worthy level within the allotted timeframe. With a solid plan in place and a lot of excitement around the project, we brought the brief to the designers and copywriters and were off to the races.
Phase 1: brainstorming
To start out, we had an initial brainstorm with the whole team to come up with potential concepts and visual elements that could be used to reinforce them. The creative team then used this initial brainstorming to guide our visual inspiration research. Once everyone had gathered inspiration, I then went through the collection and identified three potential art directions which we presented to the rest of the team and then assigned to each of the designers.
moodboard
moodboard
Phase 2: iterating
Once each designer was assigned their art direction, they each worked up two drafts to be presented to the client: one using Disney branding and one unrestricted. The designers worked in tandem with the copywriters who began creating tagline and copy options for each direction. We then presented these options to the client, who chose to move forward with the "Progress Doesn't Pause Direction." From there, I worked closely with the designer working on that direction to further develop the ad, producing multiple iterations and getting feedback from the client regularly.
FURTHER ITERATIONS
Phase 3: finalizing
After a week of iterations, the client selected a final design to be featured in the event program. With a few minor edits, we were ready to package the designs and deliver them to Disney. After a lot of work and many late nights, the leadership team got together to plan a dinner to celebrate our designers and copywriters who put in the hours to make it all happen.
the takeaways
Reflection
Working on another full-page ad for Disney, this time as an art director for the AdColor awards event, was a significant milestone in my career progression. Leading a team of three designers in developing a bold typographic ad with a strong message advocating for diversity, equality, and inclusion in the advertising field provided me with invaluable insights and growth opportunities.
As an art director, I learned to effectively communicate and align the team's efforts with the client's objectives and the event's theme. This experience honed my skills in leadership, collaboration, and project management. Leading a team to deliver a powerful and cohesive design within a tight timeline required precise planning, delegation, and coordination. It taught me the importance of fostering a collaborative and supportive work environment, where each team member's strengths were utilized to their fullest potential.
Furthermore, this project reinforced the significance of creativity and innovation in conveying impactful messages. Developing a bold typographic ad that not only captured attention but also inspired action demanded creative thinking and experimentation. It encouraged me to push the boundaries of typographic design and explore unconventional approaches to effectively communicate the call for continued efforts to drive forward diversity in the advertising field.
Overall, working as an art director on this project was a transformative experience that allowed me to further develop my leadership skills, deepen my understanding of the creative process, and contribute meaningfully to the promotion of diversity, equality, and inclusion in the advertising industry. It reinforced my commitment to using design as a powerful tool for social change and advocacy, and I look forward to applying the lessons learned from this project to future endeavors.
Hard Skills
Soft Skills
Leadership: guided and motivating a team of designers, fostering collaboration, and creating a supportive and productive work environment
Communication: Clearly communicated project goals, expectations, and feedback to designers, clients, and other stakeholders, facilitating understanding and alignment throughout the project lifecycle
Collaboration: collaborated closely with designers and other team members, leveraging each individual's strengths and expertise to achieve shared goals and deliverables
Adaptability: demonstrated flexibility and adaptability in responding to changing project requirements, priorities, and constraints, adjusting plans and strategies as needed to ensure project success
Problem-solving: employed problem-solving skills to address challenges and obstacles that arose during the project, finding creative solutions and alternative approaches to achieve desired outcomes
Design Management: demonstrated proficiency in organizing and managing a team of designers, including task delegation, scheduling, and resource allocation, to ensure timely delivery of high-quality deliverables
Adobe Creative Suite: Utilized Adobe Illustrator, Photoshop, and FigJam to provide hands-on guidance and support to designers, as well as to contribute directly to design tasks when necessary
Design Critique and Feedback: provided constructive feedback and guidance to designers to help them improve their skills and produce better design outcomes, fostering a culture of learning and growth within the team
Time Management: managed a tight timeline by effectively prioritizing tasks, reallocating resources when needed, and stepping in to assist with design tasks to ensure project milestones were met
Project Coordination: coordinated with clients, stakeholders, and team members to ensure alignment with project objectives, requirements, and deadlines, demonstrating strong organizational and communication skills