Talk about career as a creative director.
Insta - ben_ditto
Work has become a lot more digital
Represented by Concrete Rep an agency, they do all the admin, selling him, budgetting. Fairly new agency, it's happened in the last few years. Believes this is one of the best career moves.
Did a big range of jobs after school at 16. Then took an evening class in graphics, then went to campbellwell did graphics degree then royal school of art for visual communication masters. Pr
- Did a lot of collaboration
Thing that works best for him is measuring how things come across to an audience.
Found publications as a passion after masters.
- Started a printing company (ditto press) with risograph printing, so would print for other people and use the income to publish own books.
- It grew from team of 2 to 10.
- Then expanded to a print/gallery space.
- Found printing to be stressful, starting a print company during global recession wasn't clever.
- Got a good reputation from printing but found enjoyed the gallery and art direction aspect more. So stopped printing.
- Ditto still is a publishing company but only publishes few select books, don't do anything new.
Started working with fashion designer with the gallery space while at ditto press.
- Worked with Dilara regularly designing the posters and emroidery for the fashion shows.
- Found a joy for the fashion world.
- At the time also art directed 'Mushpit' magazine, very feminist, leftist magazine, was run by friends of Ben's.
^ Crash course in art direction.
Got asked to creative direct an issue of wired magazine about contamination and put little mikala on the front.
Met a lady on instagram (makeup-artist) used to work with Dilara, had same sense of aesthetic. Dazed magazine starting a new beauty magazine and they wanted to have art deco roots to it.
Took the editor to meet a professor of consciousness, thinking about the impact of lenses on the photos and general impacts of technology.
- Doesn't work with Dazed beauty anymore
Made a landscape on chrome to code a world for the logo to exist, the work is always reflected in the letters on the logo.
Launched dazed beauty by scanning celebrities and turning them into an avatar.
- So could create an identity for the avatars
- Was called ready player one as a way to launch dazed beauty.
- Pushed a very exteme make up/nail art looks.
- Did a stroy about where you can get your hair done in VR
- Now we have tech fashion and beauty don't need to be still images anymore so made moving imagery and printed stills in the magazine.
Gets paid to do commercial work, and uses magazine editorials to showcase own creativity. These passion projects don't pay as well but able to showcase best work so people then see it and get commercial work from this.
Work with Nike, designed imagery post photoshoot. Directed an airbrush artist on how to develop the monster.
Ben has the ideas, develops the concept and then works with a team to create the vision.
- Is the person with the overall vision for it, so is his role to assist
- With image on the left will have decided, how chipped nail varnish, colour of lipstick, position of eyes, position of tongue etc,
Lots of work came from Dazed Beauty and was able to use skills learnt from dazed beauty and apply to other work.
Off the back od dazed beauty met manager for 1975 and made visuals for tour screens but also made music video, directed 3 of their videos and produced 14 others. Currently working on books with them and other things. When they want disruptive and peculiar work he is a point of call.
- Did video for people, building a cube out of screens, make instagram filters for the band and applied in post production.
- Moves eyes and mouth around, so if someone was trying to track you with your face they wouldn't be able to.
- Commentary on surveillance culture, with a shared interested between Ben and Matty lead singer.
- Very respectful working process, it a true collaboration, very enjoyable work.
Find large audience communication really rewarding to create an emotion or awareness of an issue. Work get broadcast to the masses and finds this to be the best thing where his work is being absorbed into culture.
Curated exhibition for 1975 NOACF album, commissioned 14 artists to design a piece of work in response to a track on the album.
- Was a way to introduce 1975 audience into a new way of thinking about the world.
Short film for a left field modelling agency, every season do a different project with a creative. Let's make a film where your models are auditioning for a part but they don't know what the part is but throughout the film the narrative emerges. Spectacular reality.
- Directed film during covd, had ona. camera on tripod to direct.
- Normally Ben is very hands on in the middle of things, but couldn't be during covid.
- created a fake insta for a modelling agency but used this as a marketing agency.
- Worked with this idea of is it real, is it not? Through all elements, the concept of the film and the marketing etc.
QUESTIONS:
Where to do for looking at graphic work?
- Be curious about a broad balance of things, not just graphics otherwise you end up making things that already exist.
- Can hone your craft byt reading about design but then to do something interesting need to look outward to other cultural events etc.
- Getting things online, going to libraries are as important as looking at design forums.
What tips would you give to your younger self to get to where you are at now faster?
- Paid more attention to mental health and self belief from an earlier point would've been good.
- Would've not starte a print company during a recession, really love technology so was weird to not persue that. Wasn't the end of the world but that's the only thing he'd do differently.
When it comes to art directing an entire magazine, how much involvement do you have with the entirety of the content?
- Had a lot of time working with others and collaborating. Traditionally it's the creative directors role but the creative director and the art director have a close relationship.
- In terms of detailing, have arguments about very fine details, what's under someones feelings.
You mentioned that you often struggled with self belief / good and bad times- what advice would you have for staying happy and creatively motivated?
- When it's not a pandemic it's easier, make sure have one day off when don't do any work. Used to be a work martyr working 14 hour days and that's not healthy.
- Go out and do things not related to design and your job. Need to stay inspired to stay creatively motivated. - Can teach people where to look for interesting things but can't teach someone to be interested.
- What's the difference between inspiring people and not getting people to do something they don't want to do.
What advice would you give us as creatives emerging into the pandemic and as students nearly finishing with our degree?
- Creating a strong identity for yourself
- 2 ways to go professionally, become employable, is a good idea, so you can fit into any agency and company and achieve to a high standard. Or be an independent person with an independent vision, some will hate it some will love it, need to take the gamble. Focusing on one of those two directions.
- Most important thing when employing someone is to know who they are, what they're about. Being very clear about this is important, not trying to second guess what people want.
Is there any particular software you would recommend learning ?
- Knows adobe back to front.
- Knows some code, out of interest, but not a programmer.
- Motion graphics: Final cut, after effects, blender (free, CGI)
- Depends on your interests.
- Need to know the purpose of the software so can use it effectively.
How do you stay up to date or find out about new technologies/ programs?
- On reddit/tech channels.
- It's hard to stay up to date
How do you direct the models to pose in particular ways
- Posing models is where you need to be aware and sensitive to who you're working with.
- Need to be considerate of what they're comfortable with, need to be appropriate.
- So depends who you're working with what you do, just always ask before and have the conversation before.
What are some interesting technological tools/programmes you use now?
- Runway
- Works with people using software, so isn't a strong point.
Do you have a set out creative process, which guides you through your projects? and has the pandemic altered this process or changed the way you think about creativity snd creating work?
- Have developed a creative process.
- Has a very involved filing systems
- IDea for a brief, writes a script for the brief, like a story then give researchers different tasks (3/4) then edits their research, make a moodboard, show to client, edit down more, decide team, build team, then work off script and design board developed.
- When working on film/music videos things change differently, so more detail depending ont he project.
- Hasn't changed due to pandemic other than not in a room together.
How did you feel when you first started working with big names? Were you star struck? Was working with them a goal of yours?
- No, don't get starstruck which is lucky.
- Do get nervous if he thinks someone is an incredible creative.
- Confidence comes with time, naturally over time feels less self conscious. - When 150 people on film set ask him what to do is overwhelming at times but then remember he's able to do this.
- Treat people like people.
Do you have any tips for managing financially as an art director?
- Earn as much as you can and be sensible.
- Big waves of money then none, learnt to pay self same amount each month regardless of pay.
- Freelance is hard, need to learn how to manage it. Will always be up and down. So when up don't spend it all!
Do you have any current plans to use DeepFake in your work?
- Dazed cover using DeekFake
- Uses this in work, really amazing, getting much more impressive.
How do you communicate your ideas to your collaborators? Like sketches, just word of mouth communication etc?
- With clear moodboards, scripts, sketches.
- Super clear about everything because he knows what he wants.
- Helps keep everyone on the same page, means meaningful work is done first time.
Do you think print is dead? Or do you think people still need the physicality of printed matter?
- Not dead, just changed it's function.
- USed to be the only way to archive information, but now everything lives digitally, still read book and magazines because don't enjoy reading offscreen. But absorb most info from screen and phone.
- Now print occupies new space in communication landscape, its more for pleasure than being the only way to absorb info.
Who do you look up to as a designer? And where do you source inspiration?
- Don't have any deign heros, people are really good (Jamie Reed), people are exceptionally talented but non of them are heroes or icons.
- Most impressive thing are people that have a really good eye.
Do you have any tips for networking and making connections?
- Really important, go to lots of art openings album launches, fashion shows. Often not enjoyable. But they're part of the job.
- Really naive to think you can become a part of a community without socialising within that community.
- Speak to average of 200 people on insta from big names to members of the public.
Where do you see yourself going next/what are you working on now?
- 2 books with 1975
- 2 editorials coming out
- Personal projects, also is a cultural commentator through social media.
- Wants to do more film/game creative direction.
Would you recommend getting an agent and if so what is having an agent like?
- Not something to do straight away but would get there 5-10 years later.
- Isn't the thing to aim for as you leave but the thing for long term.
How many projects do you usually work one at once?
- Loads, 5 minimum sometimes 10 or 15
TASK:
His instagram has a strong identity, really thoughtful.
Discord - Community of people who follow him. People on there who are interested in the same thing as him.
Telegram - dump stuff you're not allowed to put on instagram
Come up with fake identity and use social media platforms to display this.
- Think what's appropriate to you.
Need:
Strategies, what are you posting where and why? How does it help you fake persona. And populate those social media channels with this stuff.
Handle (same for every platform)
Avatars, PFPs, doesn't need to be complicated can be simple thought.
Can be weird with it.
Do it for not a graphic designer.
Idea is that if someone can across it they think it's real, doesn't need 100 images to seem authentic.
Play with it.
Ideas:
- Fiona- Like in shrek fiona has two personalities one in the day and one after sundown
- Sara- Is allergic to sunlight so posts insta pics of pretty shadows so she can still feel the beauty of the sun
- Sarah Miller- Jigsaw enthusiast
- Neighbour watch- Watching neighbours all day everyday
Final:
- Even got a shoutout from someone else's account!
Update from 04.03.21 The account now has over 70 followers, I've definitely accidentally tapped into a community of puzzlers on instagram!
Reflections:
- Surprisingly really enjoyed this task, originally wasn't very exciting as this is something that's very out of my comfort zone, but I had a lot of fun thinking of different personas.- I think it was the sense of freedom I got from thinking as a different person. I feel this relates to what Nick said during my presentation the other week about being able to talk about your work/practice more openly if you talk as thought you're a studio. Should think about this more and apply this to reflecting on my own work.
- It was great to hear from Ben as his direction within his practice has changed drastically but this is because he's found an outlet that allows him to express his creativity without being pushed down by others.- It was really inspiring and exciting to see this kind of work as it's very different to my work but also it was different to the work Ben made at the start of his career compared to now. Really interesting to see this change in direction and dynamic.
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