Art direction
Art direction is the practice of deciding the visual style and mood of a project, from photography and layout to colour, props and typography, so everything looks like one idea. An art director guides the people who make the pieces and keeps the whole consistent.
In practice
What it means when you are the one making the decision.
It sits between strategy and production. Strategy says what the brand means; art direction decides how that looks in a photograph, a film frame or a campaign layout. The art director writes the references, briefs the photographer and makes decisions on set and in editing.
Without it, content from different shoots or designers can look unrelated. With it, a small brand with a modest budget can look cohesive across a poster, a reel and a product page.
Example
A campaign decides every image will use natural light, warm tones and real shop interiors. The art director checks every frame against that rule.
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