ABSTRACT

In writing this final project report contains an explanation of the role of an Art director in developing an advertising concept and strengthening the performance of the creative team. From an Art director, the author is taught how to make advertising concepts that are not artistic but can be understood by the target audience. The reason and purpose of the author to carry out the Kuliah Kerja Media ( Internship ) as a Junior Art director at Hakuhodo Indonesia, the author wants to get knowledge and experience as an Art director in the advertising world. The author examines the Final Project with several aspects of the theory of advertising, such as understanding, goals, functions, creative advertising strategies, visual communication design and Art director. The results obtained by the author while carrying out Kuliah Kerja Media are gaining knowledge about Art directors in the field of advertising, and new real work experience. After carrying out Kuliah Kerja Media in Hakuhodo Indonesia, the author can draw conclusions about "Role of the Art Director to Strengthen Creative Team Performancein Pt Hakuhodo Indonesia" is an Art Director has the responsibility in developing advertising concepts that are not only judged from its aesthetic aspects but can conveys good message communication to the target audience, because from the very beginning advertising has commercial and persuasive goals and has a strong role in the creative team.

Kata Kunci : Art director, Creative Communication, Advertisment