Design Secrets: 50 Real-life Projects Uncovered. Advertising

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Rockport, 2002 - Design - 208 pages
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Behind every great design lies a wealth of creative secrets: the unseen journey the artist takes from original idea to final masterpiece. While most design books showcase only the end result, Design Secrets: Advertising immerses readers in the entire creative experience -- exploring fifty innovative national and international advertising design campaigns from concept to completion.

Illustrating every stage from initial plans to sketches, computer visuals, interim drawings and final presentations, the book reveals the insights, inspirations, and working methods of an array of talented artists as their designs evolved. From ads for Volkswagen to Budweiser, from Pets.com to Target, author Lisa Hickey explains why and how a unique creative aspect -- whether a winning idea, a catchy song or slogan, or the clever use of special effects -- made each campaign a stand-out success.

A rare behind-the-scenes look into the studios -- and minds -- of some of the world's top designers, this book provides an invaluable apprenticeship for anyone who wants to better understand and appreciate the creative process.

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About the author (2002)

Lisa Hickey opened Velocity, a Boston-based advertising agency, in 1999. She has worked on national branding campaigns for a diverse range of clients, including McDonalds, Fidelity, Reebok, The Yellow Pages, the Massachusetts Department of Public Health, and Polaroid. Hickey has won a host of national and international awards including those from Cannes, The Museum of Modern Art, The London Show, Communication Arts, Hatch, Neba, and a Clio Award. She has also taught advertising and graphic design at the Massachusetts College of Art for the past 16 years. Hickey is the author of Design Secrets: Advertising.

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