We met three talented creative directors: Gavin Twigger (Dallas), Rachel Heapps (New York) and Isabelle Delatouche (Paris). The three talented creative directors, who head up the Rapp Collins offices in their respective cities, generously agreed to answer our questions about their work. They told us about their advertising practice, the values of contemporary aesthetics, which they defend through their projects, and the importance that they grant to creativity. Our discussion with these experienced observers of the expertise system revealed their theoretical and critical reflections on the field of new technologies and fine art: is the marketing medium a new applied art ?

Fabrice Monier : How long does it take to design any interface ?

Gavin Twigger : Interface design depends primarily on the complexity of the project. Before we start designing we have an Information Architect develop a wire frame that the designers adhere to. The size of the project and the complexity of the site/microsite will determine how long the creative process will take. Inevitably, the interface of the site will dictate how the creative execution plays out. We have completed interface design in as little as a couple of days, whereas a complete site design may take weeks. I think it also depends on the individual designing the piece; sometimes the creative comes together very quickly and other times it may take quite some time.
Rachel Heapps : It depends on the complexity of the website and the design. Prior to the design phase, the designers need to understand how many pages need to be developed for the entire site. Information architects sort through content and develop user scenarios and wireframes to inform the design team. The first phase of the initial design usually includes a home page and a few lower level pages. This process usually takes a few and should allow us enough time to establish an initial look and feel that will carry throughout the site.
Isabelle Delatouche:
Rapp Collins is not only a new media agency. We work with our in-house agency, Tribal, on these problems. It happens often, it is true, although it does not belong to our expertise range. It took us time to work well with Tribal: our agency culture is to take on problems at the source, to think marketing strategy and creative strategy before to produce anything. On the other hand, Tribal put themselves in front of the screen and offer a site, a style etc. Today, we teach them how to take a step back, how to always seek the coherence that is always guiding us. On the other side, we rely on their reflexes, their practical and technical knowledge, their spontaneity of inveterate web surfers. Thus we are always going towards a better integration.


What about idea research and development ?

Gavin Twigger : The creative process usually involves the following; Creative Director, Art Directors and Copy Writers, though it