More than a pretty picture: why art direction matters

Too often, art direction is treated like a final flourish—something you layer on at the end to ‘make it look good.’ But when it’s done right, you don’t just see it. You feel it.

Art direction is the emotional architecture of a campaign. It shapes how people connect with a brand, how a story is perceived, and how a message resonates. And yet, it's one of the most overlooked (and undervalued) parts of the creative process.

In this article, we're shining a light on what art direction really is, why it matters, and how it's shaped over a decade of work with the Australian String Quartet. We’ll also celebrate our long-time creative collaborator, Jacqui Way, and the broader collective of artists who have helped bring these campaigns to life.

What even is art direction?

Let’s demystify it.

Art direction is the set of creative decisions that define the feel of a piece of communication. It’s not just about how something looks—it’s about what it communicates visually. Think lighting, styling, colour palette, location, wardrobe, posture, props. Every detail carries emotional weight.

Where graphic design might organise the message, art direction gives it atmosphere.

At its best, art direction acts as a silent translator. It bridges the gap between a brand's intention and the audience's interpretation. It makes things feel cohesive, deliberate, and alive.

Why clients often miss it (and why that’s a problem)

Clients often don’t "see" art direction. And that’s fair. When it’s done well, it recedes into the background. It just feels right.

But when it’s missing? You know it. The work feels flat. Generic. Like it could belong to anyone. That gut-level connection isn’t there.

Art direction isn’t an add-on. It’s a lens through which all creative choices are filtered. Ignore it, and you risk delivering campaigns that look nice but say nothing.

Case study: the Australian String Quartet

A decade of visual harmony

For over 10 years, we’ve worked with the Australian String Quartet to create annual campaigns that reflect their evolving identity. Each campaign is visually distinct, but always unmistakably ASQ.

From highly produced studio portraits through to dilapidated farmhouses through to animated sequences, we’ve used art direction to translate sound into image—crafting moods that reflect the quartet’s artistic programming, seasonal shifts, and bold ambition.

At the centre of this work is our collaboration with photographer Jacqui Way. Jacqui has worked with the Australian String Quartet for over 25 years, and with our agency for the last 15—bringing her quiet precision and emotional depth to these shoots, helping us create a visual language that feels elegant, grounded, and human., helping us create a visual language that feels elegant, grounded, and human. Beyond her talent behind the camera, Jacqui is also an exceptional post-production artist—her ability to shape tone, texture, and light in post brings a refined cohesion to every image.

And at the heart of it all? For 15 years, the ASQ musicians themselves have been the constant centre of every campaign. The players are not just subjects—they are the brand. Every visual decision begins with and returns to them.

But Jacqui wasn’t the only creative force involved.

• Chris Edser brought hand-rendered illustration into the mix at various points over the 15 years, adding a graphic texture that mirrored the quartet’s expressive range.

• Deni Jones, a more consistent collaborator across the years, elevated each shoot through styling and wardrobe direction, aligning form and fabric with mood and message.

• Sue Ninham introduced a more conceptual, contemporary art lens during select campaigns, using symbolism and abstraction to elevate the narrative.

These artists didn’t just drop in assets. They were guided by a larger art direction strategy—one that ensured every element worked in harmony, even as each campaign pushed into new creative territory.

What brands can learn from this kind of partnership

Great art direction doesn’t happen in a vacuum. It happens when there’s trust, time, and room to experiment.

Working with Jacqui Way for more than a decade has allowed us to develop a shared creative language. We know how to riff off each other. We know when to pull back and when to push forward. That kind of rapport doesn’t just make shoots easier. It makes the work better.

The same goes for collaborating with artists like Chris, Deni, and Sue. These aren’t just names on a credit line. They’re part of a bigger creative conversation, orchestrated through clear art direction.

If you’re a brand looking to do standout work, this is what you should be investing in: not just production, but vision. Not just outputs, but orchestration.

Give art direction the respect it deserves

Art direction is often invisible. But its absence is glaring.

It’s what transforms a decent idea into an unforgettable one. It’s the difference between ‘on-brand’ and brand-defining. And when done well, it builds emotional bridges between your brand and your audience.

So next time you find yourself planning a campaign, launching a product, or refreshing a brand—ask yourself not just what it should look like, but what it should feel like.

Then find the people who can make that feeling real.

Curious how we can bring that level of art direction to your next campaign? Let’s talk.

Explore more of our work with the Australian String Quartet.

Marco Cicchianni, October 2025