Art Direction and Copy Writing Session

We had a session on the finding the difference between art direction and copy writing, where we were taught to either think logically or laterally.

Art Direction - Opposites.
We did this exercise in order to increase our creativity. Where we had to make a list of 20 things/items etc, finding the opposite for it and then turning it in to a creative concept.

For example, an egg - it's oval in shape, where the opposite could be spuare - the concept being that crisps are usually oval so square crisps could make an advert of genetically modified foods.

Being honest, I found this difficult to do. I consider myself to be an art director, as I like to think visually and creatively but with this module I couldn't get to grips with the concept process. Instead of finding opposites I just find another purpose for the product.

For Copywriting we were given day briefs, where we were given a product which we had to go away and come up with 20 strategies for.

Again, I struggled with this one too. Like I said I'm more of a visual person than a logical one. I tried my best to come up with strategies, but only found through feedback that a couple worked well. The second years and the tutors reassured me that a good strategy could come within hundreds.