Art Directors Must Add "Illogical, Crazy Thoughts" to Stay Original, Says Yoshihiro Yagi
Yoshihiro Yagi, an art director at dentsu Japan and longtime D&AD judge, sees the role fundamentally differently than it was 15 years ago. The work has shifted from making paper and TV look beautiful to giving visual voice to brands.
That distinction matters more now. Consumers increasingly use AI to make rational buying decisions, Yagi said. Art direction's strength lies in creating emotional resonance-something AI cannot do alone.
AI as groundwork, not creation
Yagi uses AI in his own practice to clarify his point of view and frame his message. From there, he focuses on creative translation. He views the technology as a tool that gets work "70% of the way but it cannot get a home run."
The human element is where originality happens. "AI is very logical, whereas humans can add an illogical, crazy thought-something unoptimised," Yagi said. "That's what makes the difference."
For creatives worried about AI replacing their work, Yagi says perception matters. Creators should use AI for groundwork, then focus on elevating work to what he calls "120%."
Hands-on skills still matter
Yagi pushes back against losing the skill of making things by hand. "There are things you can only see by making. The small discoveries that eventually become the difference in final expression."
He advises emerging art directors to train their eyes beyond scrolling through inspiration. Understand why something lasts. Understand why something made you uncomfortable or stayed with you.
"Don't stop thinking. Don't stop feeling. Don't stop making," Yagi said.
For creatives looking to develop skills in this space, AI for Creatives courses can help you understand how to integrate AI tools while maintaining your creative vision.
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