The Commercial Artist in an agency works in the creative department. The creative department is divided into the art division and the copywriting division. The individual in this position does with pictures what copywriters do with words. He or she comes up with creative ways of illustrating what the account executive and client want to show in an ad or commercial.
The Commercial Artist works with other staff members in the agency. He or she is responsible for creating the art that will be used in advertisements in the most appealing way possible. To do this, he or she must learn about the advertising campaign and the product from the account executive. The individual also needs to know what type of copy is being used in the ad. The Commercial Artist obtains this information from the copywriter. The two work hand in hand with the art director, who guides the artist on the ad concept. In some agencies the Commercial Artist is responsible just for illustrating the ad. In others he or she is responsible for creating the layout of the ad. This is usually just a rough sketch of how the ad will look. He or she must consider such things as the type of art or pictures that will be used in the advertisement and where they should be placed in relation to the copy.
The individual is responsible for making a detailed drawing of the way the ad will look. If the Commercial Artist is working on a television commercial instead of a print ad or billboard, it will be his or her duty to put together a storyboard. The storyboard resembles a big comic strip and illustrates what will happen in a television commercial. These are often used to pitch a client on an ad idea or an advertising campaign. The Commercial Artist must be adept at not only drawing and illustrating but other art forms as well. For example, he or she may be asked to do cartoons and should also be skilled in using computer graphics and layout programs. In order for the Commercial Artist to make an advertisement eye-catching, he or she may do many drafts. These will include layouts and sketches.
When illustrating and laying out an ad the individual must select the correct size and typeface for lettering. He or she must also decide the style of type. For example, will the ad use bold lettering or italic? Nine-point type or thirty-six? The possibilities are endless, and the Commercial Artist must know what will be most effective. At times the Commercial Artist may be asked to design a commercial logo or trademark for a client. The logo or trademark is the emblem or symbol that will assist consumers to remember the product every time they see it. To design a logo for a company, the artist may visit the company’s plant. He or she will probably spend some time with the client as well as the advertising executive assigned to the account. The individual may have to design a dozen or more different logos until he or she finds one the client is happy with.
The Commercial Artist must determine what colors to use in the ad. He or she may try illustrating the same advertisement with a number of different colors. He or she may also lay out the ad in a number of different ways, hoping to come up with something that is both appealing and eye-catching. Throughout the entire process of creating the finished advertisement the Commercial Artist must get approvals from his or her art director, the account executive, and the client. There will also be a great deal of input from the copywriter. Depending on the size and the organization of the agency and the department, the Commercial Artist may specialize in working with one type of ad, such as print, outdoor billboards, or television; in many agencies, however, the Commercial Artist works on ads for all media.
Other duties of the Commercial Artist might include creating the artwork for new packages, merchandising and promotional materials, or booklets and manuals. At times he or she may be asked to revise an advertisement that has already been prepared by another individual. This is one of the hardest things to do, because most artists tend to see things differently. The Commercial Artist is usually directly responsible to the art director. The commercial art position is not always a straight nine-to-five job. There may be times when ads must be finished in a day. The artist may find that days are not long enough to finish work and have to come up with creative ideas at home.
Salaries for Commercial Artists working in agencies vary greatly depending on the experience and expertise of the individual as well as the size, location, and prestige of the agency. Annual earnings can range from $24,000 to $50,000 plus for artists working in agencies. Salaries are usually supplemented by fringe benefit packages.
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