Nicolas Cerisola
Profession: Freelance Art Director / Training
SUBJECT: Art direction
CLASS: Year 4 - Lab 4
VISION
The aim of the course is to give students as close as possible an experience of what it is like to work as a professional by getting them to work on real agency briefs, as well as a wide range of different inter-agency reorientations, and to think about the multi-purpose and multi-media nature of the Art direction of today (mass media, beyond media and emerging media). Creation nevertheless remains a strategic tool for advertisers and not an end in itself. That said, cutbacks on advertising budgets mean that agencies are increasingly being forced to explore other creative avenues than the press or film. The result has been an emergence in so-called tactical media (which cost less, offer more opportunities for crossover and have a fresher impact). Creative teams in France are now gradually moving towards a more Anglo-Saxon, less stereotypical and more prospective approach to advertising. The aim of the course is also to take these market realities into account and give students the best possible preparation for the December work placement by offering them an insight into the workings of advertising agencies in Paris and throughout France.
The creative profession is a constantly evolving, protean and extremely demanding profession. Creative individuals are passionate beings who know how to question themselves and who possess a strategic culture of brands and media.
The gap between the Art Director and Editorial Design has shrunk somewhat in recent years and creative teams switch agencies less easily today. The notion of building networks is extremely important if you are to survive in advertising, especially when the time comes when you have to prove yourself or bounce back after leaving an agency. All these considerations mean the creative professional is obliged to have more assets in their arsenal than just artistic sensitivity. Highly-aware strategists, they will be just as apt at selling an ad, as coming up with a variety of media ranging from 4x3 posters to pizza boxes.
Ultimately, they need to know how to manage their efforts and neglect nothing, because you are always likely be judged on how you perform on tasks that you don't like to do.
The level of graphic and artistic skills at the school is very high. It sets a benchmark in the visual and creative arts.