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Art Direction for Film and Video, 2nd Edition by Robert Olson

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20

DESIGNING A COMMERCIAL

Besides giving us time to dash to the kitchen for a snack, television commercials support programming that keeps us on the couch in the first place. Jean Carpenter, an art director specializing in commercials, says:

I like designing commercials because they don’t last forever, pay well, and many times offer creative opportunities that don’t happen in dramatic work. What I don’t like is the need to satisfy so many different elements such as the client’s personal opinion which has nothing to do with the finished product. I worked for a producer once who didn’t allow the client people on the set! She made that whole group stay in a viewing room and watch production on a monitor!

A commercial’s objective is to sell a product, ...

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