Now, because of media exposure, art directors are being appreciated and what s more, there is a growing demand for art directors who are adept at their craft. For instance, even Doordarshan improved after the entry of satellite channels. Today there is an increasing awareness about art direction. Today the job of an art director has become easier and more comfortable because we have ample reference material. Besides, our requirements for a film are available in a jiffy.
Art direction is a medium of commercial art.
It is a demand that has to be catered to. I cannot forcibly dump a particular set down the throat of a director if he does not like it. On the contrary, I got into films by accident. I had no inclination to take up art direction and was actually freelancing as a graphic designer for corporate companies. When word spread round that there was this young boy Sabu who had made that particular gadget, people started approaching me with offers.