art-direction

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Original

English

🇨🇳

Translation

Chinese

Art Direction

艺术指导（Art Direction）

Direct creative work that extends the brand into specific deliverables. Photography, illustration, video, motion, campaigns, environmental design.

This skill assumes brand identity is approved (

brand-identity

complete). Art direction is about applying and extending it, not defining it.

统筹将品牌延伸至特定交付物的创意工作，涵盖摄影、插画、视频、动态效果、活动、环境设计等领域。

本Skill假定品牌标识已确定（

brand-identity

已完成）。艺术指导的核心是应用并延伸品牌标识，而非定义品牌标识。

When to use

使用场景

Briefing photographers, illustrators, videographers
Developing campaign creative concepts
Directing in-house creative teams
Writing creative direction documents for vendors
Evaluating creative deliverables for brand fit
Adapting brand visual identity to a new format or context

给摄影师、插画师、摄像师下达brief
开发活动创意概念
指导内部创意团队
为供应商撰写创意指导文档
评估创意交付物是否符合品牌调性
将品牌视觉标识适配到新的形式或场景中

When NOT to use

非适用场景

Setting project-wide aesthetic direction across multiple downstream skills (use
```
creative-direction
```
instead). This skill briefs specific creative deliverables;
```
creative-direction
```
produces the structured aesthetic brief that this skill consumes.
Defining brand visual identity from scratch (use
```
brand-identity
```
)
Day-to-day component design (use
```
design-standards
```
)
Writing copy for creative work (use
```
content-and-copy
```
or
```
landing-page-copy
```
)
Building a design system (use
```
design-system
```
)

为多个下游Skill设定项目层面的整体美学方向（请使用
```
creative-direction
```
）。本Skill针对特定创意交付物下达brief；
```
creative-direction
```
负责制定结构化的美学brief，供本Skill使用。
从零开始定义品牌视觉标识（请使用
```
brand-identity
```
）
日常组件设计（请使用
```
design-standards
```
）
为创意作品撰写文案（请使用
```
content-and-copy
```
或
```
landing-page-copy
```
）
搭建设计系统（请使用
```
design-system
```
）

Required inputs

必要输入

The deliverable (photo shoot, illustration set, video, campaign)
The brand identity (visual system, voice, imagery direction)
The audience for this specific work
The goal (brand awareness, conversion, education, emotional connection)
Budget and timeline
Distribution context (where it will be seen)

交付物类型（摄影拍摄、插画组、视频、活动）
品牌标识（视觉系统、品牌调性、图像方向）
本次工作的目标受众
工作目标（品牌认知、转化、教育、情感联结）
预算与时间线
投放场景（作品展示渠道）

The framework: 5 layers

框架：5个层级

A creative brief covers five layers. Each must be clear before the brief leaves your hands.

一份创意brief需涵盖以下5个层级，在brief定稿前，每个层级都必须清晰明确。

1. The story

1. 核心故事

What this creative work is fundamentally about.

The premise. The core idea in one sentence.
The emotional through-line. What the audience feels.
The role of the brand. How the brand shows up in the story.
The takeaway. What the audience walks away with.

A weak premise produces work that's pretty but says nothing. Spend time here.

本次创意作品的核心主题。

核心前提：用一句话概括核心创意。
情感主线：受众应产生的情绪感受。
品牌角色：品牌在故事中的定位。
核心传递信息：受众看完作品后应记住的内容。

薄弱的核心前提会导致作品徒有其表、缺乏内涵，请在此部分多花时间打磨。

2. The look

2. 视觉风格

The visual treatment.

For photography:

Subject and composition (close-up, environmental, candid, posed)
Lighting (natural, studio, dramatic, soft)
Color palette (true color, treated, monochrome)
Locations (specific or general direction)
Wardrobe and props
Mood references (3 to 5 reference images)

For illustration:

Style (flat, dimensional, hand-drawn, geometric, abstract)
Color use (full palette, restricted, brand-only)
Line treatment
Composition style
Detail level
Reference artists or works (with explicit "we want like X but NOT like Y")

For video / motion:

Pacing (slow, medium, fast cuts)
Camera movement (static, handheld, sweeping)
Color grading
Transitions and effects
Audio direction (music, voiceover, ambient)
Reference work (3 to 5 examples)

视觉处理方向。

针对摄影：

主体与构图（特写、环境、 candid、摆拍）
光线（自然光、影棚光、戏剧性光线、柔和光线）
调色板（真实色彩、调色处理、单色）
拍摄地点（具体地点或大致方向）
服装与道具
情绪参考图（3-5张参考图片）

针对插画：

风格（扁平化、立体、手绘、几何、抽象）
色彩使用（全色系、限定色系、仅品牌色）
线条处理
构图风格
细节程度
参考艺术家或作品（明确说明“我们想要类似X但不要类似Y的风格”）

针对视频/动态效果：

节奏（慢节奏、中等节奏、快速剪辑）
镜头运动（固定、手持、扫拍）
色彩分级
转场与特效
音频方向（音乐、旁白、环境音）
参考作品（3-5个示例）

3. The execution

3. 执行细节

Production-level direction.

Specifications:

Deliverable formats and sizes (web hero, social square, print full-page)
Required shots or frames
Optional shots if budget allows
Wardrobe and prop list (for live action)
Color and asset specs (RGB, CMYK, hex codes for matching)

Constraints:

Things to avoid (specific cliches, forbidden treatments, regulatory)
Brand-system requirements (logo placement, color use, type rules)

生产层面的指导要求。

规格要求：

交付物格式与尺寸（网页首图、社交平台方形图、印刷全页图）
必需的镜头或画面
预算允许情况下的可选镜头
实拍所需的服装与道具清单
色彩与资产规范（RGB、CMYK、匹配用十六进制色码）

约束条件：

需避免的内容（特定俗套、禁用处理方式、合规要求）
品牌系统要求（logo摆放、色彩使用、字体规则）

4. The variants

4. 变体适配

How this creative scales across distribution.

Most creative needs to live in multiple places. Plan the variants up front.

Common variant set for a campaign:

Hero web image (16:9 or wider)
Mobile web hero (4:5 or 1:1)
Social square (1:1)
Social vertical (9:16)
Email banner (3:1 typical)
Display ad sizes (300x250, 728x90, etc.)
Print sizes if applicable

For each variant, note: how the composition adapts, what gets cropped or repositioned, what assets are required.

创意内容如何适配不同投放渠道。

大多数创意内容需要适配多个展示渠道，请提前规划变体方案。

活动常见变体组合：

网页首图（16:9或更宽比例）
移动端网页首图（4:5或1:1比例）
社交平台方形图（1:1）
社交平台竖版图（9:16）
邮件横幅（通常为3:1比例）
展示广告尺寸（300x250、728x90等）
如需印刷的尺寸

针对每个变体，需注明：构图如何调整、哪些内容会被裁剪或重新定位、需要哪些资产。

5. The standards

5. 质量标准

The quality bar.

Technical:

Resolution and format requirements
Color profile
File naming conventions
Delivery format (raw + edited, layered files, exported variants)

Creative:

What "approved" looks like (specific examples of acceptable work)
What "not approved" looks like (specific examples to avoid)
Number of revision rounds budgeted

质量要求基准。

技术层面：

分辨率与格式要求
色彩配置文件
文件命名规范
交付格式（原始文件+编辑后文件、分层文件、导出变体）

创意层面：

“已通过”的标准（可接受作品的具体示例）
“未通过”的标准（需避免的具体示例）
预算内允许的修改轮次

Workflow

工作流程

For briefing external creative

给外部创意团队下达brief

Confirm the inputs. Brand identity locked. Audience and goal clear. Budget and timeline known.
Develop the concept. Premise, emotional through-line, takeaway.
Build the look. Mood references. Specific direction on style elements.
Write the spec. Production-level direction. Variants. Constraints.
Brief the vendor. In writing. Walk through it live. Allow questions.
Review milestones. Treatment review, halfway review, final review. Don't skip the early reviews; corrections compound.
Approve and document. What was produced, what's licensed for what use.

确认输入信息：品牌标识已锁定，受众与目标明确，预算与时间线已知。
开发核心概念：确定核心前提、情感主线、核心传递信息。
确定视觉风格：准备情绪参考图，明确风格元素的具体要求。
撰写规格说明：制定生产层面的指导要求、变体方案、约束条件。
向供应商下达brief：以书面形式交付，并进行线上讲解，允许供应商提问。
审查里程碑节点：审查处理方案、中期进度、最终成果。不要跳过早期审查，后期修改成本会大幅增加。
确认并记录：记录最终产出内容、授权使用范围。

For directing in-house creative

指导内部创意团队

Same brief, lighter format. In-house direction can be more iterative. Still document the brief.
Co-create. In-house teams know the brand. Use their judgment. Don't over-direct.
Establish review rhythm. Daily check-ins for fast work, weekly for longer projects.

brief内容一致，格式简化：内部指导可更具迭代性，但仍需记录brief内容。
协同创作：内部团队熟悉品牌，可发挥其判断力，避免过度指导。
建立审查节奏：快速项目可每日同步进度，长期项目可每周同步。

For evaluating existing creative

评估现有创意作品

Score against the brief. Did the work hit the brief? Where did it deviate?
Score against the brand. Does this look like the brand? Could this be confused with a competitor?
Score against the goal. Will this drive the intended outcome?
Identify fixes. What can be improved? What's a deal-breaker vs. acceptable?

对照brief评分：作品是否符合brief要求？哪些地方有偏差？
对照品牌调性评分：作品是否符合品牌风格？是否可能与竞品混淆？
对照工作目标评分：作品是否能推动预期成果达成？
确定改进方向：哪些内容可以优化？哪些是不可接受的问题，哪些是可接受的偏差？

Failure patterns

常见失误模式

"Modern, clean, minimal" briefs. Means nothing. Force specificity. Use specific reference brands, named artists, or visual examples.
No "what to avoid" direction. Vendors interpret broadly. Tell them what's out of bounds explicitly.
Reference imagery that's actually competitor work. You'll get something that looks like the competitor. Never use direct competitors as references.
Skipping early reviews. Every revision late in the process is 5x more expensive than catching issues at treatment stage.
Too many cooks. 6 stakeholders all giving creative feedback produces incoherent work. Concentrate creative authority.
Ignoring distribution. Creative that doesn't work in the actual contexts where it will live is failed creative.
No variant planning. Discovering at delivery that you need a square crop and the photographer composed for 16:9 only.
Approving creative that's "fine." Fine is the enemy of distinctive. If it doesn't move you, it won't move the audience.

模糊的brief描述：比如“现代、简洁、极简”这类表述毫无意义。必须明确具体要求，可使用特定参考品牌、知名艺术家或视觉示例。
未明确“禁忌内容”：供应商会进行宽泛解读，需明确告知哪些内容是不允许的。
使用竞品作品作为参考：最终产出会类似竞品，切勿直接使用竞品作为参考。
跳过早期审查：后期每一次修改的成本都是方案阶段修改成本的5倍。
多方干预创意：6个利益相关者同时给出创意反馈会导致作品逻辑混乱，需集中创意决策权。
忽略投放场景：无法适配实际展示场景的创意就是失败的创意。
未规划变体方案：交付时才发现需要方形裁剪，但摄影师是按16:9比例构图的。
勉强通过“尚可”的创意：“尚可”是独特性的敌人。如果作品无法打动你，也无法打动受众。

Output format

输出格式

Default output is a creative brief at

creative-brief-[project].md

Structure:

The story (premise, through-line, role of brand, takeaway)
The look (visual treatment with references)
The execution (specs, variants, constraints)
The standards (quality bar, examples of acceptable and unacceptable)
The logistics (timeline, milestones, budget, deliverables)

Plus a separate moodboard or visual reference doc with images.

默认输出为名为

creative-brief-[project].md

的创意brief文档。

结构：

核心故事（前提、情感主线、品牌角色、核心传递信息）
视觉风格（含参考的视觉处理方向）
执行细节（规格、变体、约束条件）
质量标准（质量基准、可接受与不可接受示例）
后勤信息（时间线、里程碑、预算、交付物）

此外需单独提供包含图片的情绪板或视觉参考文档。

Reference files

参考文件

```
references/creative-brief-template.md
```
- Generic art direction brief template covering any production type (photo, illustration, video, animation, mixed).
```
references/photo-shoot-brief.md
```
- Detailed brief template for photography commissions.
```
references/illustration-brief.md
```
- Brief template for illustration commissions.

```
references/creative-brief-template.md
```
- 通用艺术指导brief模板，适用于各类生产类型（摄影、插画、视频、动画、混合类型）。
```
references/photo-shoot-brief.md
```
- 摄影委托专用的详细brief模板。
```
references/illustration-brief.md
```
- 插画委托专用的brief模板。