Artist Statement
Art Direction is the expression of one’s creativity in conjunction with a sense of functionality and purpose. It is about visually communicating on behalf of the project or client without compromising the intent of the message or purpose. There are times that require a simple and clear approach while there are other times that may call for a rowdy or bombastic approach. My responsibility as an art director is to realize these differences and discover the ultimate solution. I view each design challenge as an independent entity that requires the proper execution in order to manifest itself to its individual potential.
Growing up, I quickly realized that inspiration often came from sources outside the norm. When comics were not cool, I found myself immersed in their stories and artwork (especially the artwork of Frank Frazetta). When bands were unheard of, they somehow seemed more intriguing. When everyone played common sports, I chose to ride skateboards. The idea that I discovered something outside the norm has always felt empowering. The moment anything went mainstream it somehow felt old and dated, even at the pinnacle of its popularity. I find it interesting that the views of a few can drastically change the views of many. This overwhelming sense of counterculture goes against the norm and pushes society into new, uncharted territory. The same drive to discover the unknown inspires my creativity today. I will forever be in the quest for the next big thing.
Today, artists like Shepard Fairey and Banksy have piqued my interest because their ideas reflect on legitimate social issues like questioning authority and contemporary society as a whole. In addition, gig poster artists and contemporary illustrators such as Emek, Ken Taylor, Michael Michael Motorcycle, and Jermaine Rogers are quickly becoming some of my personal favorites. That being said, I do have a keen appreciation for classic designers like Paul Rand, Milton Glaser, Saul Bass, and David Carson. By understanding the traditional techniques, I can transcend all that I have seen before me by breaking the rules of tradition in my own creative endeavors.
I believe design is a process in which preparation, research, exploration, and execution are paramount to successful and effective communication. While current technology is important, I still believe that generating ideas should be the focal point of the design process and technology is merely an extension of hand skills. -Danny
