4. You're Only As Good As Your Artists

What's a seagull have to do with being an effective art director?

Unless an AD is a one-man studio, there is usually a team of two or more artists involved in the art production process. EADs recognize that without this creative synergy there is little success in attaining the visual goals. They conscientiously focus on making sure their team's input is heard, contributions recognized and collaboration is supported.

EADs set clear expectations and are willing to have legitimate debates over differences of opinion. Only through mutual trust can the EAD and artists find better solutions.

Regular reviews should be conducted where ideas and progress is discussed in a healthy, mature manner. EADs avoid "seagull management", which is essentially the practice of "flying in for a periodic review, dumping on the work and then flying away".

While there is a certain level of "fire-and-forget" when delegating responsibilities, artists do not like being taken for granted. EADs treat their talent with professionalism, clear expectations and an environment where good work is recognized.

Recruiting is an area where EADs will focus some of their attention in order to attract talent. Some of the most common factors that go into artists looking somewhere else is the lack of opportunity and unhappiness with management.

Time and again, the best "recruiters" in the business are the ineffective managers of one company driving the talent to another company's recruiting teams.

Building goodwill within the community forms a strong basis for succeeding. EADs actively participate in building quality relationships with recruiting teams, HR, and networking resources.

This ranges from reviewing candidate portfolios, to speaking at a local art college, to more sensitive activities like attending a recruiting event at a studio closure, to help the larger art community. Remember, it's an incestuous industry in which we work -- everyone knows everybody.

5. Look Outside the Norm for Inspiration

One of the main reasons for stagnation on new ideas is because games (and apparently the same three movies) can be over-utilized as a source of inspiration. (How many more games are we going to see with desaturated color palettes and bleach bypass?) This becomes a recipe for an "iterate, not innovate" scenario.

Competitive analysis and playing games are great foundations, but EADs don't solely rely on these tactics for ideas. They surround themselves with all types of inspirational and relevant reference like photography, books, movies, pop culture, comics, etc.

I've seen EADs work in the science fiction genre and instead of just checking out George Lucas and Ridley Scott movies, they pick up books on the latest studies in the medical or scientific fields.

If they try to create a more character-driven performance, they might talk with theatrical directors on how to get the most out of their (virtual) actors' performances. They keep an open mind by immersing themselves in other forms of media or artistic expression such as video, sculpting, painting, etc.

They collect stuff that is imaginative, motivating and look to incorporate it into their professional duties. It helps to recharge their batteries and build upon creative capacity.

If possible, EADs will also try to engage firsthand with the experience they want to visualize. Trying to make that next, unique first person shooter? Go out and play some paintball. Working on a new sports game? Play it regularly at a local gym, or go to sporting events.

I'm still amazed at how much some ADs will live vicariously through something else when they have every reasonable means to experience it first-hand. EADs, on the other hand, want to take in as much as they can to give back to the user the most fulfilling visual experience possible.

Conclusion

Art direction is an evolving role that requires the convictions of a martyr, the leadership of a general, the negotiation skills of a diplomat and the humbleness of a monk. Developing a visual style can break a studio's budget or define a franchise's visual ID for years to come.

Add to that the fact anyone with an internet connection and an opinion can crush or evangelize a game's artwork on a public forum and it becomes one of the most exciting, frustrating and dynamic jobs in game development.

Effective Art Directors never give up their quest for visual excellence amongst the distractions and look to utilize all their skill-sets and resources as best as possible.