The art director is responsible for the visual aspects of the creative development of a communications and corporate or product image strategy, transforming concepts into images and partnering with the copywriter to generate the contents of a TV advertisement, printed press or poster message. Advertising campaigns spring from the ability to interpret a company’s strategy creatively. Art directors are also called in to develop corporate identities, logos, brochures and books and have to demonstrate creativity, solid technical expertise, a sense of aesthetics and high awareness of the evolutions of public taste and lifestyles.