What visually influences us in the video consumption & Screen Time society in which things change at a dizzying speed? Vlad GroșescuArt Director GMP & U, believes that fashion, tech, gaming, interior design or urban art put their mark on the way we visually communicate. Customers are more informed and eager for viralization, but to be careful about what trends we adopt, because as they appear, so they disappear, so simplicity can be an asset.
“We may have lost the patience, from the time of reflection I had before. Everything is fast now. But I have won in efficiency, access to information and freedom to experiment. We have tools that, ten years ago, seemed in the field of SF,” says Vlad.
Among the cool reasons that hold him close to this job are that he is present from the birth of the idea to the final execution. Vlad says that when you find a copy with which you resonate and at a human level, a creative intimacy is created that lets you explore ideas without fear that you fail.
How did you get into the Art Director job
Table of Contents
- How did you get into the Art Director job
- Tell us more about your beginnings
- What does Art Direction mean in 2025
- What has disappeared, what was gained
- Top 3 reasons why it’s cool to be art director
- How much is art and how much is craft
- Perfect Art Director – Copywriter relationship
- How was the relationship between strategy, creation and customer transform
- Trends and overload
- Campaigns you worked on
- AI threat
- How did this job change you
- What advice would you give you, Art Director at the beginning
I started as a designer at a magazine, in a time when the Romanian press lived maybe its last moments of glory. I was attracted to the energy of the editorial environment, the stories that were born in the newsrooms and the way the design could bring to light ideas, people, perspectives. I am always fascinated by the power of the visual to enhance the content and to make it more accessible and captivating. I think that there he took root the desire to become an art director, even if I did not realize this at that time.
Tell us more about your beginnings
My first job was at a female lifestyle magazine as a beginner designer. It was an entry-level role, but it immediately caught me. In a short time I learned enormously-and not only the technical part, but also what it means to work with texts, with editorial teams, with deadlines. What “won” me permanently was the fact that, through my layouts, I felt that I could amplify the message of the articles, that I can make the ideas of the more visible, more attractive editors. It was a combination of craft, empathy and the joy of building something beautiful.
What does Art Direction mean in 2025
The essence of the job remained the same: visual direction, concept, coherence, impact. What has changed radically are the instruments – and the biggest game Changer is undoubtedly artificial intelligence. It appeared almost overnight and forced us all to rediscover ourselves. For some, a threat, for others – an ally. Along with my colleagues in GMP & u I discovered that it can be a very powerful tool if you know how to use it: it helps you work faster, view concepts faster, to release time for the creative, strategic side. In a way, it gives you the luxury of focusing on what really matters.
What has disappeared, what was gained
I may have lost the patience, from the time of reflection I had before. Everything is fast now. But I won a lot in efficiency, access to information and freedom to experience. We have tools that, ten years ago, seemed in the field of SF. It is important not to lose humanity and creative flair in all this technology avalanche.
Top 3 reasons why it’s cool to be art director
The coolest thing is that you are present from the birth of the idea to the final execution. The fact that you can visually shape an idea, that you give it shape and bring it in front of the public in a coherent and beautiful way-it is fascinating. Then the fact that you have different, talented, inspired people. For example, at GMP & U I discovered a creative environment, a living space, in which you have the opportunity to learn from others, even when you are not on the same wavelength. It is precisely from there sometimes magic. And last but not least you have the freedom to create. Even in rigid briefs, you can find space of expression.
How much is art and how much is craft
It depends on the project. Some demand more rigor, others allow you to explore your creative side. But in general, the proportion is unequal: pure art is rare, but then it reconnects with your initial passion for design and make you feel the enthusiasm again.
Perfect Art Director – Copywriter relationship
The “perfect” relationship does not exist. What really matters is to have mutual trust, professional respect and empathy. When you manage to see things from the other’s perspective, not only do you do your job, but you learn a lot. When you find a copy with which you resonate and at the human level, a creative intimacy is created that allows you to explore ideas without the fear of making mistakes. There is chemistry.
How was the relationship between strategy, creation and customer transform
This relationship has become more fluid, but even more tense. Customers are more informed, more connected to trends, but also more fearful. What I would tell them is to trust their creative teams, to be braver and to allow ideas to breathe. The desire to stand out is natural, but if you tighten the reins too hard, it is possible to eliminate just what to do is memorable. Confidence is the ingredient that can make everything flow better.
Trends and overload
We are in an era of visual over-stimulation. Trends appear and disappear with dizzying speeds. What’s cool today, tomorrow is already tired. This is why it is important to know when to say “step” to a trend and look for something else. It is not easy, but it is essential not to let yourself be taken by the wave just because “it is done now”. Sometimes simplicity and clarity are the most revolutionary choices.
Fashion, tech, gaming, interior design, even urban art – all influence the way we visually communicate. Advertising no longer lives in an isolated ecosystem. You have to keep your eyes open to everything that moves around you, because inspiration can come from anywhere – and sometimes it comes from outside advertising.
Campaigns you worked on
One of the recent projects that left me a strong imprint is the “invisibles” for Provident Financial Romania, a project I worked with great passion with my colleagues from GMP & U. This was a campaign with a real and tangible impact on a vulnerable part of our society – the approximately 4 million Romanians from disadvantaged categories. Through this project, we had the opportunity to bring in front of the public the unseen stories of those who live in the shadow of society, but who have a strong voice to say. The work in a project with such an emotional and social load is completely different-satisfaction is much deeper when you know that you have helped to create a real impact.
AI threat
For some, the AI is “plague”, for others-“mum”. I think it depends enormously on how you position yourself. Together with my colleagues in GMP & u I realized that if you see the AI as a rival, it certainly seems a threat. But if you look at it as a working partner – an instrument that can help you work more efficiently – then the future seems more clear. What is important is not to give up what makes you human: intuition, empathy, vision. There the AI cannot compete.
How did this job change you
He taught me to always pay attention to what’s around me. To look for the beautiful in small things, in details. The art of director forces you to be in a permanent state of curiosity-and that changes you. You become a finer observer of the world around you and, without wanting, learn to appreciate everyday aesthetics.
What advice would you give you, Art Director at the beginning
I would tell me to have patience. That every challenge usually comes with an opportunity to learn something new. And that perseverance is the key. Many of the difficult times will become, over time, those that define you.
