The Problem With Clients [part 6314]
When you’re paid to art direct ads, to think outside the box, it’s sad the majority of the time what actually happens is the clients try to slam you back inside the box. Clients are leery of change, but this is counter the very thing they hire you to do, which is get them noticed. Somewhere deep down they know the truth, that doing unremarkable ads will net them unremarkable results, but when they nitpick the creative process and put their old ways of doing things onto new concepts out of fear of change, they do themselves, and the art director, and essentially their potential clients or customers, a great disservice.
The ad concept below was remarkable in that it makes you think. Granted, some deem the copy approach as negative, and yes, the layout was FPO and my font choice horsey, never-the-less, it says a lot with very little. It’d get people’s attention. It was discarded however and I was given 20 pounds of copy to cram in a 10 pound ad, I’m not even going to show the final version, but needless to say, it will blend into the noise of all the other ads with information too long-winded for anyone to read without anyone giving it a second thought.