Ask any art director the single thing that has made their job easier in the last few years and they will probably say the computer first, and stock photography second.

In my opinion, both have made the job harder.

Computers have drastically shortened the perceived amount of time needed to create an ad, and stock photography has drastically altered the perception that ads need original images. Those are two pretty big misconceptions.

With time in short supply, and stock so plentiful, most projects look like this: start the job the day it’s due, read the headline that has already been written, search some key words on a stock photography website, pop the image you find into a layout…and make sure it’s rights free!

This isn’t, I know, art direction as you intended to practice it.

So what can you, just one art director, do? The first thing is to explain to your account folks, creative directors and clients how much better the ad could be. Use examples. Show them how the best ads have original and unique images, the kind that just don’t come from stock.

If that fails — and I know realistically it may — then it will be up to you and your creativity to come up with a solution. Here are a few suggestions:

Take your own photo! This probably means simplifying your thinking, but sometimes limitations can lead you to a really simple and elegant solution.

Draw something! I know, I know, art directors don’t draw anymore (except on their note pads during meetings), but think how much fun it could be.

Turn off the computer! Go old school with markers, scissors glue and paper. It may sound silly, but look where it got those South Park guys.

Work with what you have! Stuck with using stock or worse, an image that has been supplied to you? Think about all of the ways you can change it.

I worked with a guy once (hi Leon!) who could start with a low res, out of focus, poorly shot, or badly lit image — or no image — and turn out something totally unique, because of his mastery of Illustrator. See that cool little character at the top of this post? He made it. In about 15 minutes.

So next time you’re faced with an unreasonable deadline and little or no art budget, don’t automatically search for stock, without taking stock of your own talents first.

Steven Stark is a freelance writer and creative director who has nothing against the fine folks who own or work at stock houses, and understands that they need to make a living just like anybody else. You can read some of his other musings here.

Article Tags: art direction | art directors | creative director | photos | Steven Stark | stock photography
Filed under: Advertising, Design, Personal Opinions, Steven Stark