Art Direction: Exercises

on

23/09/2025- 21/10/2025 (Week 1-Week 5)
Lizzie Tanaka (0362065)
Art Direction | BDCM | Taylor's University
Exercises

LECTURE

Week 1
Our class was held online and we were briefed on the module. We were told that grouping would be done next week and no tasks were given yet.

Week 2
This week, we were introduced to Art Direction by Mr. Kamal. He also shared about this exercise that we're supposed to do in a group which was to analyze the art director role in a company of our choice. 


Week 3
On week 3, we were taught about the creative process of a project. Then, we were also briefed on our project which was to create a project that uses creative solutions to be impactful. 



Fig 1.1 Week 3 Lecture


Week 4
This week, Mr. Kamal explained how an idea can turn into a functional, meaningful final product. Then, he explained to use about our Project 2




Fig 1.2 Week 4 Lecture


Week 5 photo
On week 5, Mr. Kamal explained the process of managing a project with a Gantt Chart. 


Fig 1.3 Week 5 Lecture

Week 6
This week, we presented our exercise's slide about the art director analysis in a company.

INSTRUCTIONS

For this exercise, we are tasked to do a research on a creative team with an art director in a company or agency. We contacted Hotshoes Malaysia, a data-driven brand activation agency. 

We were in a group of 5:
  • Edita Chew En Thung (0357537)
  • Jessie Eileen (0367269)
  • Lizzie Tanaka (0362065)
  • Pricillia (0364570)
  • Tracy Angeline Tio (0362222)
Following this, Edita managed to ask Ms. Vitiyaa for a company she connected with and we were in contact with Dazar Selva from Hotshoes Asia. Below is the company information: 
After we settled this, we followed the instructions and distributed tasks among us according to the four sections required. Below is the tasks distributions: 

  • Business and Industry Overview: Jessie and Pricillia
  • Production Structure and Pipeline: Lizzie
  • How Art Direction Fits Within the Production: Tracy
  • Art Director Profile: Edita

Fig 2.1 Requirements

For my part, I'm in charge of the Production Structure and Pipeline, in which the specific instructions can be seen. With this information required, I started by creating the interview questions. 

Fig 2.2 Interview question drafts

The meeting with Mr. Dazar Selva was schedule for the 14th of October 2025, during our class time. With this, we decided to finalize the interview questions set and combine questions that felt too similar. 


Fig 2.3 Revised questions

As it turns out, we were informed quite suddenly that Mr. Dazar would be unavailable for the online interview scheduled but he offered to answer the questions via chat. On the scheduled day, we acquired the answers. 

Afterwards, we started summarizing his answers, which is a part of my deliverable (200-300 words summary). 

Fig 2.4 Summarized written deliverable

Then, we continue doing our slide deck for the presentation. Since one of my deliverables was a flowchart, I showed this in my section of the powerpoint.


Fig 2.5 Slides progress


Fig 2.6 Slides progress


Final Result

Fig 3.1 Final Slide Deck


Fig 3.2 Final Document

FEEDBACKS

Week 2
- Confirm once we get the contact of the art director
Week 3
- Can try getting permission to schedule the interview 
- Our project idea of using AR to do virtual try-ons for glasses frames is approved but try to find something that can make ours stand out.
Week 4
- Idea and SDG is approved, proceed with the proposal

Week 5 
- Rethink about the art guide final output 

Week 6
- Could be better if we give examples of how it looks from the process
REFLECTIONS:

Overall, I'd say this exercise is interesting as I get to learn more about the internal process of a company and the roles of an art director. I gained more knowledge about the creative process in a creative company. 

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