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What does art direction mean to you?
It can be something delicate and a bit subjective because, depending on the discipline we’re working in, it takes on different nuances. Sometimes, when I least expect it, I find myself defending a typeface as if my life depended on it. In my experience, art direction is about seeking an aesthetic harmony that gives meaning and coherence to an idea, ensuring that every gesture flows in dialogue with the creative intention.
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