The creative process of designing and overseeing all the visual elements in a video, including sets, props, costumes, colour schemes, and overall aesthetic.
Art directionThe creative process of designing and overseeing all the vis… is what stops a video from looking generic. The art directorThe creative lead of the music video. They develop the conce… works closely with the directorThe creative lead of the music video. They develop the conce… to make sure every visual detail in the frame serves the concept. Even a low-budget shoot benefits enormously from considered art directionThe creative process of designing and overseeing all the vis….
Art direction in the real world
Hype Williams’ videos for artists like Busta Rhymes and Missy Elliott in the late 1990s were defined by extreme wide-angle lenses, bright saturated palettes, and exaggerated props. That art directionThe creative process of designing and overseeing all the vis… created a distinct visual identity for an entire era of hip-hop videos and made Williams one of the most recognisable directors in the industry.
Related terms
Mood boardA collection of visual references, images, colour palettes, …, StylistThe person responsible for the artist’s clothing, accessorie…, Colour gradeThe creative process of applying a stylised look to the vide…, TreatmentA document a director puts together to pitch their creative …, Concept videoA video built around a single creative idea or visual theme,…