ABSTRACT
Art directing is somewhat like snowboarding or skydiving-the essenceof the activity is in the doing. In that way, an art director is by nature an action figure. The definitive art director is also a unique amalgam of contradictions. On one hand, creativity reigns with few boundaries; on the other hand, practicality takes primary focus. Balancing pairs of opposites, like art and commerce, make the job of art directing unique and challenging. Getting right down to it, an art director is best described as a design manager.
