Art direction

The problem

Between the written story and the built set there is a gap where most projects get lost. Every fabricator interprets, every quote makes its own trade-offs, and the delivered venue looks like a sum of good intentions.

Art direction is the document that prevents that. It does not describe an intention, it provides references that can be executed.

What the engagement covers

• Mood boards by zone, drawn from the written world.
• Materials and colour charter, with real supplier references.
• Lighting principles: temperatures, intensities, what is lit and what stays in shadow. Lighting does more for immersion than the set does.
• Treatment of signage and operating elements, which are the items that most often break the illusion.
• Execution follow-up: approval of samples and prototypes.

How it runs

From the story, or from the existing world in the case of a rework. Two directions proposed, one retained and developed. Then support during fabrication, without which the charter stays a handsome document with no effect.