In communications, the type of art that really enchants and works isn’t visible, but it’s inevitably captivating and provocative. I’ve been an Art Director long enough to see that the role has surpassed the meaning of every word that defines the profession. I’ve learned that the efficient visual targeting – the truly efficient – is, ironically, invisible. Consumers, bet them buyers in real estate, retail or even information, when impacted by an efficient visual communication, shouldn’t realize that there is an art direction, but live it almost instinctively. The DNA that characterized the fluidity of ideas and the provocation of feelings that were imposed before when creation logotypes and templates are now extended to each piece, be it printed or projected on a monitor.

All of that made increasingly more sense before my academic education in design, where the beauty is nothing more than a subordinate factor to function. If there’s no function, it’s not beautiful, but only superficial. That’s why I define, as a differential of my work, that which cannot have color or shape: strategy. This is my vector on a daily basis, capable of reaching dimensions of different campaigns, formats and, many times, budgets.

Just like not only the Art Director makes the art, but all of involved (copywriters, planners and analysts),
I believe it to be vital to my actions to demand a more strategic thinking, which isn’t commonly associated with the art professional. Without it, for what I’ve gathered in my 15 years of experience, all that we have is well-done and beautiful pieces – which are equally ineffective.

Therefore, the art that I sell goes beyond the beautiful and structured. That is a requirement that every professional in my field of expertise must accomplish. What I sell, in reality, is another type of art altogether, capable of provoking feelings and actions from its target. If there’s a common objective in all that I create, it’s to make the campaign or communication piece a stage for the consumer’s story, which, when related to authentically, brings a relevant success for the clients numbers – and outside of what is usually expected.

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Glaucia Bollella