"I will never forget the day I took part in filming an advertisement with Cameroon's Indomitable Lions. It was the first time I felt so proud to be doing my job…"
What does the job of art director involve?
My job as an art director involves coming up with inspiring advertising concepts. To transform a client's BRIEF and offer them a creative leap forward, enabling them to deliver their message in an impactful and memorable way.
My role is to take into account all of the client's needs, constraints, and market realities. I analyze what the competition is saying and use this wealth of information to deliver the most effective message possible. I ensure that their graphic charter is strictly adhered to. I make sure that all the elements we produce for them across all communication media are followed up.
What skills do you need to develop to do this job?
You really have to be open-minded and interested in all trends: music, reading, cinema trends, etc. anything related to image and audio. Radio and the web are no exception. You have to be constantly alert to capture what is in tune with the times and ensure that the next campaign we develop resonates with society, speaks to people about their lives, and that the public can identify with it.
What education did you pursue to get into this profession?
I did a Baccalaureate in Applied Arts, followed by a BTS in Communication with a multimedia option. After that, I quickly started working, and I think that's the best way to learn: on the job, gaining experience over time, working with a large number of BRIEFS on a daily basis.
Do you work with a team? Do you collaborate with other departments?
I am indeed an Art Director, but today my position is Creative Director. I am responsible for managing the creative teams at McCANN Douala and Abidjan on a daily basis. I am in charge of teams of Art Directors, Copywriters, Interns, Illustrators, and Digital Specialists. The position of Creative Director also involves playing a real role in implementing creative strategy and brand strategy more broadly. On a daily basis, I work closely with my Sales Director and Media Director to develop the most relevant communication strategies across all media.
What are the most positive aspects of your job?
As an art director, you get to meet a lot of talented people, and when you're passionate about images and creativity in general, being in contact with photographers, illustrators, and directors is always a privilege. When our concept moves into the production phase, it's a very exciting moment. For me, it's one of the most interesting parts of my job. On the other hand, it's a demanding field that requires a lot of time and passion. You never stop thinking about it, conceptualizing things. I'm always looking for THE right answer. That's what's complicated: knowing how to disconnect.
What is your best professional memory?
Thanks to my job, I've been able to rub shoulders with people I never imagined I would meet. I'm a huge soccer fan, and I'll never forget the day I took part in filming a commercial with the Indomitable Lions of Cameroon. We had all these great players with us, and I had to meet them in the locker room to brief them on the work we had to do. It was the first time I felt so proud to be doing my job. I was like any other fan, impressed to be with all these great soccer players. That evening, they played against Ronaldo's Portugal. It was an incredible moment for me because it brought together my two passions: soccer and advertising.