Some of the country’s most prominent art directors shared their expertise at the May 15 session of Better Than Ever Raw School, themed the “Ten Great Mistakes In Advertising Art Direction.”
The seminar showcased an impressive queue of speakers for the evening—namely, Gary Amante of Dentsu; Dale Lopez of BBDO Guerrero; Ben Berdin and JP Cuison of Publicis Jimenezbasic; and John Ed De Vera of TBWA/SMP.
Both Amante and Lopez tackled the topic headfirst, citing mistakes that involve basic art direction skills like typography, lighting, filters, and color selection.
De Vera provided insight on art direction—how a creative dead end could be an opportunity to return to what one loves. He revealed his fondness for cutting paper, which inspired some of his works. “Transform your angst to art,” he said.
Cuison posed the question, why is it important to art direct an ad properly? He finds the answer in a Charles Cadell quote while reading adobo: “Seek to solve an important human problem.” With that, he imparted the helpfulness that lies in the “creative way to evangelize” the “gospels” of confidence, connection, or spontaneity that different brands stand for.
The seminar finale could easily be pinned as The Berdin Philosophy Behind Art Direction. He claimed that everyone is an art director, as if taking from the audacious “anyone can cook” line from Ratatouille. What he relays with videos of jeepney drivers, a mom, a runner, and a construction worker among others, is insight on what art direction should move towards.
Brandie Tan, acclaimed Executive Creative Director of Publicis JimenezBasic, came as an honorary guest, who answered the after-seminar questions along with the rest of the speakers.
Raw School 2014 kicked off on April 3, at B-Side, The Collective.
This week’s class on ‘Creative Brief History of Philippine Advertising: A What When Why How Much’ will be held on May 22, 7 to 10 p.m. at B-Side, The Collective, Makati. Speakers include JJ Henson (Publicis Manila), Third Domingo (IXM), and Alex Castro (PJB), Bobby Vito (DDB).
The class will be followed by a free Lakihan Mo Logo concert featuring Kamikazee, Typecast, Banda ni Kleggy, Mono, as well as agency bands Advertising Bands of the Philippines, The Discoball, Pasok mga Bwitre feat. Ian Umali of POT, and Obscure 90s.
Lakihan Mo Logo is sponsored by A different Story Productions, Tanduay Rhum, Creative Guild of the Philippines & Adobo Magazine.
For details, contact the 4As secretariat at 4asp@pldtdsl.net or visit the Raw School Facebook and Twitter pages.
