Why do the end credits of a film start with the director’s name? Obviously, because their creative vision and leadership bring the movie to life. Remove them from the filmmaking process, and the film no longer exists! In the world of product photography, that credit goes to an art director. From the point of envisioning the product photoshoot to suggesting finishing touches during photo editing, they are responsible for all creative decisions, earning them the title of the ‘backbone of product photography.’
The G Story, a creative content agency reigning the product photography scene across the city of dreams, has profound insights into the art director’s journey. So, keep reading if you wish to know more!
Art director's role in a product photoshoot: A breakdown from vision to execution
Stage 1: Creative conceptualization
An art director first understands the brand strategy, creative brief, and target audience. They unite the team, including photographers, stylists, set designers, and post-production specialists, to brainstorm content creation ideas that best communicate the brand’s vision. The final creative concept, aka the “big idea” approved by the client, forms the guiding framework of the project.
Stage 2: Creative direction
Stage 3: Professional shooting
While art directors rule the set, they are never arrogant about it. They appreciate constructive feedback and encourage people from the creative content agency to weigh in during the product photoshoot. They follow no rulebook and remain highly flexible and adaptable to necessary changes and adjustments, even if they are last-minute!
Stage 4: Post-production editing
Once the wrap-up is announced, it’s time to go back in front of the screens to add finishing touches to the images. The art director’s involvement in post-production is crucial to ensure that the final content creation aligns with the “big idea” and creates the desired impact. They manage a team of digital editors who do their magic tricks to enhance the quality of the images.