“The idea is getting lost.” “How about a bigger logo?” “I can’t shorten the headline.” These are the often repeated lines in an advertising agency. For an art director, the challenge is to meet all such expectations in a single design. Senior Creative Director Denzil Machado explains how keeping designs minimalist and simple can meet all of these to satisfy both creativity and the brand objective.

Cat Paws. When the idea is the visual itself, nothing else is needed.
Doggy Paws. Print and Poster Campaign for Sanitol Hand Sanitizers

Leave it to the Audience

Advertising is different from other design areas like graphic designing and illustration. That’s because it’s an integrated communication that involves a union of the idea, visual and words. The idea, no doubt, plays the most important role. And then the art form must compliment it, which is where the challenge lies. The best way is to let the audience decode an idea, helped by a design. That’s when an artwork is able to achieve the objective for the brand, the client and the agency.

Bhole Bhandari
Bulbul Pandey
Komal Kanya

Make Your Visuals Talk

The objective is to do more with less. It’s a great challenge to try and solve a problem visually, without saying much. Especially when you have to say it all, integrating the product, idea, logo, copy, etc., all in one communication. Unlike a film which has the support of a narrative or dialogue, along with music and moving images, visual communication in advertising has to be made powerful on its own. Making intelligent use of colours, motifs and patterns help in doing so keeping it simple and minimalistic is the key. As a great mind once put it, “Simple is beautiful, but it is also most difficult to do something simple.” This is definitely tough, yet the most exciting part of the business.

Slipping Rooster
Slipping Pig
Slipping Goat

Protect the Child Inside You

Usually, during the initial phase of an advertising career, people prefer to be spontaneous. At that raw time, they are primarily driven by instinct. And they just use elements because ‘they felt like it.’ However, after one reaches a certain stage and the game is played on a bigger level, it’s important to get a lot more calculative. It becomes necessary to carefully think through ideas again and maybe once again. It becomes important to ask ‘why am I using this font and not that? Why this colour and texture?’ You need to justify and reason out with everything you use. But the source remains instinct. The trick is to keep the child in you alive.

Reebok Gear
Reebok Gear

Find out the “Aha” Moment

Well, there is no one way to go about design in advertising. Every brief, every page is something different. The variations in the nature of the ideas, clients, brands and target audience enable an art director to experiment with a myriad style of visual expressions. Ranging from traditional Indian to contemporary, the page is all yours. However, the objective is always the same – to make decoding the visual communication an interesting experience for the target audience. Right when your audience connects to your communication and exclaims “aha”, your design meets success.

Lizard. Print and Poster campaign for Hanes Tagless Innerwear

Stop Aping the West

It’s common to spot an art director flipping through the archive or referring to books like One Show, DnAD, etc, for that little push when one is stuck. No doubt, international advertising is inspiring and is doing rather well on the global level, but there is a lot of untapped potential in India, especially when it comes to design. Look locally. Look around. Extract from our incredibly rich and diverse art and culture. There are so many simple yet striking elements that can say so much on their own. There is a high possibility that designs, created using traditional inputs, might not even have crossed the mind of any artist sitting in an agency anywhere in the world. And that’s what makes it unique, utterly Indian.

Poster for India International Jewellery Show, IIJS
Poster for India International Jewellery Show, IIJS

Published in Issue 11

This issue also explored the Jewellery Design & Wedding Photography with some cool techniques to learn from experts in Gyaan section.


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Every year AAAI (Advertising Agencies Association of India) invites agencies to take a part in Adfest’s contest which help spread a social message. This year’s they invited the ideas on ‘To End Food Wastage’. The creative team from FCB Interface tailored the theme and gave a new perspective to the whole concept. Lets have a look!



The Advertising Agencies Association of India’s contest agenda was inviting the ideas to ‘End Food Wastage’.



The FCB Interface advertising agency’s creative team came up with the idea of looking inside and introspecting rather looking for solutions outside, highlighting the issues that actually need attention. They initiated with the thought of taking up issues within the industry and further narrowing it down, to their own agency!


The final ideas was very simple and thought provoking, to make a ‘food-wastage’ poster using the food wasted by advertising people everyday.

Then waste food from all leading advertising agencies was collected by FCB interface and carted away in mini trucks to create 14 feet by 19 feet. The typography was created using the fonts of the agency. The production house McTolan Films collaborated with FCB to execute these posters. The final posters were then hanged in the air with a crane to shoot, while shooing away the crows and dogs that were hell bent on eating the posters.



This idea was just not to make the posters for an entry but also to bring behavior change on this serious issue of wasting food within our own advertising industry.



Client: Advertising Agencies Association of India (AAAI)

Advertising Agency: FCB Interface

Brand Team: Sudesh Kapoor, Chetan Salian

Group Chairman and Chief Executive Officer: Rohit Ohri

Chief Creative Officer: Robby Mathew

Chief Executive Officer: Joemon Thaliath

Senior Creative Director: Mukesh Jadhav, Ashutosh Joshi

Art Directors: Durgesh Satish Amble, Ketan Sudhir Kadam, Shireesh Bhavsar, Ashwini Raorane

Copywriters: Vignesh Iyer, Adith Mili Francis Fernandes, Imaan Surve

Account Management: Cornell Rocha, Andrea D’souza

Print Production: Hemant Randive, Aditya Dighe, Sajid Sheikh, Dilip Indule, Akash Surve

Photographer/Director: Aslam K Puriyal, Akhil, Raunak Kanade

Producer: Nizam Tolan, Dildar Tolan

Production House: McTolan Films