M e d i c i n e A ve 2 medical art direction. Art directors are now called upon to create images for various new media. The traditional compelling single visual element in support of great copy remains a focus, but now art directors must also create a noisy brand landing page on the internet while remaining true to their art. Not surprisingly, art directors enthusiastically took on this new graphic challenge, leading the way toward redefining medical art direction while maintaining the all-important graphic branding. No challenge seemed too large. Medical art directors took full advantage of technological advances to hone their craft. What once took weeks to produce now takes just days or hours. New computer graphics packages broadened the art director's palette of available tools. These innovations were ultimately used by agency management for new business presentations. When all is said and done, great creative work always involves a great copywriter and a great art director collaborating to produce a persuasive piece of advertising that is a commercial success. Some things never change. 16
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