The art director oversees the graphic and artistic design of a project. They must convince the client by proposing unique visual ideas and concepts for the creation of advertising campaigns. He then manages his teams (graphic designers, illustrators, photographers, layout artists, etc.) to achieve his objectives. This key player in the marketing and advertising sector is involved in a variety of fields: advertising, press, audiovisual, publishing, luxury goods, fashion, etc.

In the fashion industry, this professional acts as a brand ambassador. Also known as a style director, their role is to translate the image of a ready-to-wear or couture brand into style and creative concepts.

If, after graduating from high school, you aspire to join a luxury brand or a communications group specializing in luxury and fashion, check out our career guide to becoming an artistic director.

The art director orchestrates the staging of a product based on a brief expressing the communication strategy and the client's needs, which has been validated in advance by the creative director.

His role is to design advertising campaigns for brands and work on their visual aspects, taking into account the budget, deadlines, and graphic universe.

In the fashion industry, the creative director designs and defines the direction of new fashion collections and related products. They coordinate activities at the heart of the structures that organize fashion shows and present collections. In terms of communication and marketing, they set the tone.

The daily tasks of an art director vary depending on the company and industry.

• Definition and analysis of each client's visual creation needs.
• Establishing a schedule and budget for each project.
• Designing a creative project with different artistic styles, based on the brand's visual identity.
• Discuss the final design with the client and explain the visual consistency.
• Supervision of production stages (photo retouching, photo shoots, filming, preparation of documents for the printer) and communication operations (posters, radio spots, web advertising, press inserts).
• Team management: the daily life of an art director is rich and varied, as they are in contact with all the different departments within a communications agency. In the press and publishing sectors, art directors work closely with graphic designers, illustrators, and roughmen (sketchers). In advertising, they develop their projects with a copywriter, who oversees the editorial side. To ensure production, they are required to contact several different people: photographers, illustrators, directors, web designers, etc.

Conducting competitive intelligence.

This creative profession combines artistic skills, strategic vision, and the ability to manage a team. Here are the main qualities of an art director:

• Creative and curious : The art director must be imaginative. Intuitive, they have a keen sense of aesthetics and an appreciation for art, graphic design, typography, and words.
• With a broad general knowledge Regardless of the field in which they work, art directors must have a broad knowledge of art, literature, film, and fashion.
• Convincing : The art director has a real talent for dialogue, an essential asset for convincing clients. A critical eye is also necessary in order to take a step back and view their own graphic proposals objectively.
• Management skills : The creative director supervises a creative team. Organized and communicative, he knows how to lead each project with the support of his team.
• Rigorous and responsive : The AD must be able to manage tight deadlines and budgets effectively. They achieve their commercial objectives without neglecting the more technical aspects of the job.

To become an art director, certain skills are essential:

• Solid experience in communications and marketing (a skill often sought after by major fashion houses),
• A solid foundation in design and graphic design,
• Proficiency in desktop publishing (DTP) tools and various graphic design tools such as Adobe Creative Suite (Photoshop, Illustrator, InDesign),
• Good knowledge of emerging technologies related to design (augmented and virtual reality).

A minimum amount of experience is required, whether in an agency, as a freelancer, or with an advertiser.

To become an art director straight out of school, it is advisable to obtain a master's degree in graphic arts, applied arts, visual arts, or design. A two-year college degree is the minimum requirement for this profession, but a five-year degree is very often required.

Here are some recommended training courses:

• Higher Diploma in Applied Arts (DSAA) with a specialization in graphic design (four-year degree),
• The National Higher Diploma in Plastic Arts (DNSEP) with a specialization in communication,
• The national art diploma (BAC +3) with a major in design, graphic design, or events.

Specialized schools also offer training in this field, such as the ECV, Penninghen, and Atelier de Sèvres visual communication schools. Private schools also offer training in the arts, graphic design, fashion, and luxury goods, such as the ISAL PARIS school.

This school prepares students for careers in fashion and luxury goods through training programs that are in line with market requirements.

After graduating from high school, young apprentices can enroll in this institution and pursue the training that suits them. Here are two complementary courses for becoming an artistic director:

• The Bachelor in fashion creation and design : this three-year program offers intensive courses introducing students to careers in fashion and luxury product design. Students acquire a genuine understanding of fashion and the arts. In their third year, they design a final project that brings together all the skills they have acquired: the presentation of their brand collection with a fashion show.

• The Master's degree in communication and brands With the growth of digital technology, the role of art director has given rise to new job titles such as web designer and web art director. Through this two-year program, students learn how to manage web projects and combine their creativity with the development of a communication strategy (social media, press, posters, etc.).

Young graduates start out as assistants, whether in communications (in agencies or companies), journalism, publishing, advertising, or fashion.

Subsequently, they take on responsibility for several projects and, thanks to their experience, they become junior art directors, then senior art directors.

The average salary for an art director is generally higher than that of other positions. creative professions due to the extensive liability.

In France, an art director can expect a gross monthly salary ranging from €2,200 for a beginner to €8,000 for an experienced professional.