The best art direction tips from peter mould

In more than 30 years in advertising, Peter Mould has amassed over 150 mentions in the D&AD Annual, including a whopping 8 D&AD Yellow Pencils. We figured he must have a few tricks up his sleeve, so we asked him to share the secret to multiple award winning art direction. The D&AD Pencil winners below demonstrate how to craft brilliant adverts for press or outdoor. 

I’ve worked in advertising and design for over 30 years, and what motivates me is the unique opportunity we have every day to excite and engage new audiences. 

There is nothing more rewarding than creating a piece of work that the audience wants to spend time with, that stops them in their tracks.

Great art direction and design has the power to do that.  

Whether they like the product itself after that, is really beyond my control. But to grab someone’s attention for a few seconds is what I always aim to do.

And there are many ways to achieve this. Whether it’s a great piece of typography, amazingly crafted illustration, pure design, or choosing the right photographer. It all ads up to making great work – work that makes an impact, in the first 2-3 seconds.