Copy writing and Art directing

Throughout the year we have been told that in the industry you will be expected to decide whether you are an Art director or a Copywriter. Many years ago Copywriters and Art directors used to work down the hall from each other and did not used to communicate, this all changed when William Bernbach, a noted Copywriter, decided that it would be best to put both the copywriter and the art director together to work as a creative team.

In this module we had to do a research file that contained information about successful Copywriters and Art directors, I looked at their work and decided what i thought worked and what i thought didn't. It was very interesting looking at different Copywriters and Art directors because this helped me decipher what i may be. For the other part of this module we paired up into creative teams and had to create two separate campaigns for Phillips HD ready TV, we had to create a campaign that was based solely on copy. This is when i discovered that i found it a lot easier to come up with different strategies and worked well with wording, i felt more at ease with this and also found it more interesting looking at different Copywriters. We also had to create a campaign that was based solely on images, i also found this very interesting but found it a lot harder to come up with ideas because i felt like they all needed copy to go with them in order to make them effective. My creative partner Eloise Maslewski found it a lot easier to come up with the images that word work without copy, this gave me the impression that she was more of an Art director than a Copywriter. I really enjoyed this module and feel it is vital when determining whether I was an Art director or a Copywriter because it gave me the opportunity to create campaigns that are based on one or the other, this in turn allowed me to get a feel for both creative roles.