Art directing i en digital kommunikationsbyrå och att arbeta heltid eller deltid som konstnär är två yrken som har en sak gemensamt. I egenskap av professionella roller har de en nyckeluppgift de måste uppfylla – att vara kreativa. I denna uppsats fokuserar vi på den kreativa processen vid generering av idéer i områden av digital media och konst för att se om det finns tydliga skillnader eller likheter i hur kreativt arbete för sig inom båda områden. För att jämföra den kreativa processen mellan de två parterna har vi gjort flertalet intervjuer och observationer med yrkesverksamma konstnärer och art directors. Genom att undersöka områdena kreativitet, design och konst har vi distingerat ett antal olika steg som är teoretiskt möjliga att applicera på både design och konst. Genom att ställa samma frågor till samtliga informanter och genom att kategorisera de händelser som dokumenteras vid observationerna hoppas vi på att kunna dra slutsatser om likheter och olikheter inom de kreativa processerna i konst och designarbete. Vi hoppas även att våra resultat kan tillämpas på senare studier samt av designers och konstnärer som vill lära sig av varandras arbete. / Art directing in a digital communication agency and working as a full or part-time artist is two occupations that have one thing in common. Both professional roles has one key assignment that they need to fulfill – to be creative. In this paper we will focus on the creative process when generating ideas in the areas of digital media and arts to see if there are any significant differences or similarities between how the creative work is done in both areas. To compare the creative process between the two parts we have done several interviews and observations with working creators within the areas. By exploring the concepts of creativity, design and art we have distinguished several steps which theoretically could be applied to both design work and arts. By asking the same questions to all informants and by categorizing the events documented in the observations we hopeto be able to come up with conclusions about what differences there are between the processes in artand design work. We also hope that our results can be adapted in later studies and by designers andartists who want to learn something from each other's work.

The goal with this project was to develop a graphic template for a new magazine about running, STARK Löpning. Besides the looks of the graphic elements, sections in the magazine would be developed. Finally, a discussion is made about how the magazine can be remade into an electronic format. Content analyses has been made regarding magazines with both a main and a specific orientation, to review the graphic relationship between them. A content  analysis regarding a competing magazine about running was also made. An unstructured interview was done with Art Director Petrus Iggström, to find out his way of working when he creates new graphic templates for magazines. The discussion concerning the electronic format was done based on previous research in the subject. The graphic relationship between main and specific magazines turned out to not be significant, they had few similarities. It was often showed that elements regarding the magazine s’identity had been changed, for example text fonts. This could be because the specific magazines are sighted towards a different target audience than the main magazine, and therefor wants an identity of its own. It’s an easy process to remake the magazines STARK Magasin and STARK Löpning into an electronic format, but none of the services that were looked closely upon in this essay were fitting for both passive and active readers. Nor did the services have a good enough browsing feature. For example, if the reader wants to read an article that was advertised on the cover page, it was not possible to go directly to the article from the cover.

If you move from Sweden to Portugal to work as an Art Director at an Ad agency, there are certain things you ought to know. Perhaps even before you decide to move. There are a lot of things that are quite different if you compare Portugal to Sweden, not only the language, but also the design, software, working hours and much more. You have for example two month with double salary, you work till six p.m. and when it comes to maternity leave, you have 100% compensation with no taxes the first four months of every pregnancy. The tasks you have to handle as an Art Director in Portugal may, as in Sweden, be various. The difference is more how you solve your task and what the design looks like. As a Swede in Portugal the solution will probably look like a mixture between the Portuguese “expressive” and the Swedish “clean” design. This degree project discusses questions that might turn up when a Swede gets employed as an Art Director in Portugal. What will the salary be? When, in the morning, is it time to show up at the office? How many weeks of vacations are entitled? There are a lot of distinctions, but also a lot of similarities. The report is mainly based upon the author’s own experiences of the Ad agency McCann-Erickson in Lisbon. The history of McCann-Erickson starts in New York, 1930 and grew rapidly into one of the leading corporation with agencies all over the world. It is still today one of the world’s largest Ad company with clients like Coca-Cola and General Motors, and the slogan “truth well told” still lights up all their agencies after almost a century, just like a leading star.

En grafisk designer måste kunna producera oavsett vilka förhållanden som råder. Rapporten behandlar vad korta och långa deadlines har för inverkan på denna förmåga och hur kreativiteten kan främjas vid stressiga situationer. Semistrukturerade djupintervjuer utfördes med åtta Art- och Creative directors i Gävledala-regionen för att undersöka hur de upplevde att vara kreativa under stressiga förhållanden. Resultatet visade att det generellt inte var ett problem för studiens respondenter att vara kreativa på beställning men att de inte heller följde några specifika metoder för att underlätta arbetsflödet. Det visade sig även att det snarare var arbetsbördan och mängden arbetsuppgifter som påverkade stressfaktorn än en specifik tidsram. / A graphic designer must be able to create and produce regardless of conditions. The present study addresses what impact short and long deadlines have on this ability and how creativity can be encouraged in stressful situations. Semistructured interviews were conducted with eight Art and Creative directors in GävleDala region to examine how they felt about being creative under stressful conditions. The results showed that there is generally not a problem for the interviewees to be creative on demand, but they do not follow any specific methods to ease the workflow. It was also found that it was rather the workload and the amount of assignments that affect the stress factor rather than a specific time frame.

La fictionnalisation de l’histoire récente dans le cinéma espagnol de la démocratie est abordée sous l’angle de sa représentation par les directeurs artistiques à qui, au cinéma, incombe la responsabilité de tout l’aspect visuel du film. L’étude de ce métier, peu traitée dans la production scientifique de la recherche cinématographique, nous intéresse dans son évolution depuis les années 30 jusqu’à nos jours. Elle permet de mettre en lumière les mécanismes qui sont à l’œuvre pour représenter l’histoire au cinéma, du franquisme à la démocratie.L’objectif de la thèse est de démontrer l’importance fondamentale de la direction artistique dans le film historique, de dégager les implications idéologiques qu’elle sous-tend et de déceler les caractéristiques esthétiques qui varient selon les époques, les intentionnalités et les styles des concepteurs des décors. / The fictionalization of recent history in the Spanish cinema of democracy is approached in terms of its representation by the art directors who, in cinema, are responsible for all the visual aspects of the film. The study of this issue, little discussed in the scientific production of film studies, interests us in its development since the 30s until the current time. It makes possible to highlight the mechanisms that are at work to represent history in cinema, from Francoism to democracy.The aim of the thesis is to demonstrate the fundamental importance of art direction in the historical film, to identify the ideological implications that underlies and detect the aesthetic characteristics that vary according to eras, styles and intentions of production designers.

The analysis of creative processes reveals that there are behaviors, techniques, and resources that have proven to be indispensable when embraced by advertising creatives in order to achieve big ideas. There are specific behaviors that clearly define successful creatives, and there are techniques and resources that creatives commonly use to arrive at big ideas. Some of these behaviors, techniques, and resources are well-known and time-tested, while others are proposed here for the first time, backed by research. This report aims to improve the productivity of creativity. / text

Vitt har länge gått hand i hand med det minimalistiska och enkla, och har en gemensam historia med den estetik och uttryck som återfinns i vår kultur i Sverige. Det gäller för vår arkitektur såväl som vår klädstil och visuella uttryck i den formgivning som skapas. Det vita spelar därför en stor roll för formgivaren precis som reklamtävlingar spelar en stor roll för reklambyråerna i Sverige likväl som internationellt. Det är i dessa som reklambyråerna tävlar om att producera starkast kommunikation och för att marknadsföra sig gentemot nya kunder. Syftet med den här studien är att se om det finns ett samband mellan det vita och reklam genom att undersöka om det vita i printannonser premieras olika i kategorin för tryckta medier mellan den svenska reklamtävlingen Guldägget och de två internationella reklamtävlingarna CLIO Awards och Eurobest. Om så är fallet undersöks också i vilken utsträckning och varför det vita premieras. För att ta reda på detta har mätningar av det vita i samtliga vinnande bidrag i de tre tävlingarna de senaste tio åren genomförts. Utöver detta har intervjuer med nio art directors och creative directors på ledande byråer i Sverige genomförts. De viktigaste slutsatserna av undersökningen är att det är högre andel vitt procentuellt sett i Guldägget jämfört med de internationella tävlingarna, där det vita inte premieras alls. Däremot behöver inte det betyda att det är just det vita som premieras i Guldägget.