Let’s get to know Patrick! He’s the Art Director in Innity!
So, can you tell us what an Art Director at Innity does?
My job scope has a lot to do with producing innovative ideas for visual elements; such as campaigns, websites and branding. At the same time, directing and giving out opinions to the creative designers in order to improve each campaign that we do in Innity. I would also need to stay in constant communication with the rest of the creative team and account executives to ensure creative style is on course and pleasing to the clients.
What comprises a typical day for you?
First thing I do when I reach to the office; check all my emails! Just in case if there’s anyone who needs any of my help in the creatives or any directions that needs to be cleared. Besides that, I would do some research on clients’ products, mock-ups, stagings by checking out a few websites that gives me inspirations on designs, such as Behance.
So, how do you manage to keep up with the new trends and technologies?
I personally think that the best way to keep up with the trends and technologies nowadays, is by researching, reading and have discussion sessions with the team frequently. I make it a point to check out a few good websites on designs almost everyday; to keep myself updated on the industry and, to be informed of what is possible and what to avoid.
What is your favourite part of the job role?
To be honest, the best part is that I get to decide on the creative directions, haha! It is nice to be given the opportunity to lead the team, but of course, if there are any better ideas; I’m all ears, that goes without saying. Other than that, my job role allows me to get to know more about each and every product as it requires me to gain an understanding of the target audience and business that the campaign is aimed at, in order to make sure the creatives are what the clients like and that is the interesting part about my job role.
Any advice to give to those who are interested in starting a career in the Creative Department or even as an Art Director; like yourself?
I would say the ultimate advice that anyone could give when it comes to being in a creative department; you gotta be passionate with what you’re doing, you gotta love your job – even though, yes, it sounds cliche. Also, it is essential for us to put the time in – make the extra effort to constantly nourish and develop our creative side. However, when it comes to being an Art Director, we have to be daring enough to make decisions and to voice out our opinions in terms of the directions on the creatives.
P/S: Stay cool at all times :)
As a director in your department, how do you maintain a good work relationship with the team to ensure everyone works happily and productively?
What I usually do and believe is that we have to be a good listener and have a good communication with the team. Have the trust and faith to allow the creative whole team to handle the projects and campaigns given to them; give them the freedom that they need to get the work done and also don’t forget to chill lah.
What is it like to be an Innitian?
It is definitely very fun (Everyone is friendly and open-minded, and I get to play the guitar whenever I need a break from work :P) and challenging at the same time. In Innity, we are given the flexibility and the opportunity to voice out our ideas; which is what I really like in a company. And of course, I get to learn a lot of knowledge which is related to the industry; the technology and creativity skills.