media arts group

media arts group

Interview with Tom Joyce Art Director & Ad Agency Owner

John: Tom, when we first met it was a different world!  I was dragging a book of 8×10 transparencies around.  Does anyone still do that?

Tom:  No. But I get a hell of a lot of photographers sending e-mail promotion.

John: Back then you were an art director with Visa.  I believe you were running around the world doing TV ads.  You’ve worked with a number of prestigious agencies.  For a number of years now you have run your own agency.  Can you tell us a little of your history, how you got into the business and how you came to have your own shop?

Tom: I went to art school in Philadelphia because I sucked at math and science. That’s rather ironic, considering how technologically oriented the visual arts are today. I graduated with a BFA from college and moved to San Francisco, worked a bunch of odd jobs—in and out of the arts—and finally ended up as a junior art director at Cunningham & Walsh, fortunate to get into advertising at the end of a “golden era” when guys like Fred Manley and Hal Riney were mentoring young creative people.

Then, at Visa, I had the chance to work directly under Dee Hock, the petulant genius who created credit cards for banks. We had a full advertising agency within the organization and as associate creative director, I had the opportunity to do comprehensive broadcast and print campaigns, travel around the world shooting, and win very prestigious industry awards like the Clio, Andy, and Cannes Silver Lion.

It was an incredible period, which came to an end shortly after Dee retired. The bankers who inherited his empire lacked creative vision, but leaving Visa pushed me into opening my own agency with Robert Johnson. We’ve been partners since 1985, in various incarnations, the latest being Creativewerks. I no longer refer to it as an “advertising agency” though, because our work has more to do with business-to-business corporate communications than consumer advertising.

We no longer buy media for our clients, and we don’t do TV commercials anymore, or enter award shows, which have become very lucrative for the organizations that put them on but have little or no benefit—beyond ego-stroking—for creative people.

John: You have done both art direction and graphic design.  Do they require different skill sets?
Do you prefer one discipline to the other?

Tom: They dovetail, really. An art director is first and foremost a communicator. He or she requires not only a strong sense of visual design, but also the skill to communicate a vision to other artists and clients who often have their own agenda. A graphic designer is an information architect, if you like, interested in how visual elements join together, and how they are perceived or processed by a viewer.

John: My business of photography has undergone dramatic changes, and I imagine you feel the same way about advertising and design.  What are some of the changes that you appreciate, and what do you feel are some of the changes that are a challenge for you?

Tom: When I started in this business, an art director needed to be able to sketch layouts and storyboards, work with photographers and illustrators to achieve a vision, negotiate costs with artists and producers, specify typography, prepare “mechanical art” for a printer, direct cinematographers and editors, and press check printing.

While many of those skills are still germane, we now have to be able to create a finished ad, brochure, web page, etc. on a computer screen in order to sell the idea to a client. We have to be experts in photo-retouching, typesetting, layout design, and know a lot about on-line technology.

We have become more and more dependent on our tools and more constrained by them in some ways. Conversely, with these new technologies, we’re able to visualize more quickly and elegantly than ever before. Using these tools has actually made me a much better graphic designer.

John: Online advertising, if you believe the hype, is fast replacing print and perhaps even television.  Is print dying? 

Tom: Certainly becoming more focused. Newspapers are dying because the once-lucrative classified ads have been annihilated by Craig’s List. Magazines are becoming more targeted to esoteric audiences.

The most effective on-line advertising is the interest-based type invented by Google and Amazon. Pop-up windows and flash banners are just a lot of noise in most cases, but that is no different than most TV commercials or outdoor billboards.

John: What percentage of your work is now for the Internet?

Tom: I would estimate about 75%.

John: Is there any fundamental difference in designing for print and designing for the Internet?

Tom: Yes, the Internet has some design restrictions that are not inherent in print media, but those are being reduced as the technology improves. At some point, design will only be restricted by the shape of the device on which you view it.

John: How has your use of photography changed?

Tom: It is almost entirely royalty-free stock these days. Rarely do I have assignment work for photographers. Larger companies are accumulating their own stock photo libraries, which they now view as “marketing assets,” and expect all designers to use in order to maintain “brand cohesion.” To me, this is often a foolish consistency that only limits a designer’s creativity, and in the long run is not in the client’s best interests.

John: I assume you use more stock these days.  How do you go about finding the stock you need?  Do you use RM, RF, Micro or a combination of those models?

Tom: A combination, but mostly I use royalty-free images and buy only the resolution I need. 

John: Do you always start with a certain agency, and then expand your search out from there?

Tom: Usually Veer or Getty.

John: Do you ever do Google searches for images?  If you do, do you use ever use Google Image search?

Tom: I have used it, but mostly I work with the stock houses I like.

John: How much promotional material do you get from photographers these days? How much is print-based and how much Internet-based?

Tom: I get almost nothing directly from photographers anymore. Unless it’s something I see on your wall and want to sell to a client. Sometimes that works, but not often.

John: What would be the best way for a photographer to get your attention?

Tom: Occasionally, I get a promotional e-mails that gets me to a photographer’s website, but I still don’t hire them. They do get my attention though. You just can’t get around the fact that a client wants to see what they are getting before they buy it.

John: Do you have any predictions for the future of advertising and design?

Tom: Think Internet. Print won’t die, but it will become more high-end as trees diminish.

John: I also know you as a dedicated traveler.  You have been to some amazing places and done some amazing things.  Can you briefly describe some of your favorite journeys?

Tom: I spent about 12 years traveling to places associated with different spiritual traditions because I wanted to find out if “sacred” ground had some common denominator, or “morphic resonance,” as physicist Rupert Sheldrake would call it. Sometimes, I went to extraordinary length to see these places, like walking over the Himalaya to circle Kailash, Tibet’s most sacred mountain.

I also became a Muslim in order to enter Mecca as a pilgrim and touch the Black Stone in the ancient Ka’bah. I saw the sun rise from the summit of Jabal Musa, Moses’ mountain in the Sinai, and I saw it set on Mount Athos from a medieval Greek Orthodox monastery. And in the process, I’ve developed a great respect for all of the world’s spiritual traditions. Beneath all the dogma, I think they are conveying an identical truth to different cultural groups. 

John: You are also a photographer and have shot some compelling imagery in, among other places, Tibet.  You recently had a showing of that work. Any more shows in the works?

Tom: I made in 1998 at Chuwar Gömpa in Tibet, a Kagyü-pa Buddhist monastery built in the 17th Century by the 10th Karmapa, below the cave where Milarepa died in a remote Himalayan valley, and one of the last monasteries to be desecrated by the Red Guard in Mao Zedong’s brutal Cultural Revolution. These images were first exhibited last year at the Thoreau Center for Sustainability in San Francisco after the protests over the Beijing Olympics put Tibet under lockdown again.

John: Any plans to expand your art beyond that of the fine art world?

Tom: I’ve been inspired by you to put my photo archives up on our website in the near future. More and more, I’ve been getting requests for book covers and editorial usage.

John: Are there any personal projects you’re working on now that you would like to share with us?

Tom: I don’t think she’d want to be mentioned in this interview.

John: Final thoughts?

Tom: Do whatever you do with great passion and make it as perfect as you can. Then let go of it and grab a beer.

John: Thanks Tom!

About the Author

Visit John’s website for stock photos: Stock Photos – Ethnic & Lifestyle Animals, People, Funny Pictures, Business and more.

Become a BlendImages stock photographer…find out how: BlendImages Photographer – John Lund

Do you think the omni-presence of jewish in Media,Arts,Culture represents the American Cultural background?

After all other ethnic groups get no representation with the “excuse” that they are just minorities or not “representative” enough of the “general whole”….
Can jewish be universally the Africa of everyone’s Culture?
Greeks,romans,etc…not?
EQUALLY represented when not underrepresented

I think there are major differences between orthodox and non orthodox Hebrews, unfortunately some non orthodox Hebrews take the quote: when in Rome be as the Romans. end quote. to serious. Thus not clinging to tradition, which is held by orthodox Hebrews, IE: separating ones self from the evils and cares of this present world. which in turn undermines the orthodox Hebrews who have it right.
The Hebrew culture is amazing and can be used to aide many others should the need arise.
What would it profit a man if he gained the whole world,yet lost his own ( soul = mind ) …..?
Don’t be a sellout.

Art Journal Mixed Media

Sony ICF-C05iP Clock Radio for iPod (Black) $39.95 With the Sony ICFC05iPBLK Clock Radio you can charge your iPod’s battery while you sleep. This Sony ICFC05iPBLK Clock Radio is the space-saving bedside accessory for iPod® and iPhone® users. Set the alarm to wake to the radio, iPod®, or a buzzer. The charging tray ensures both you and your iPod/iPhone® start the day with a fully charged battery. Plus, The Sony ICFC05iPBLK Clock Radio features …

Z-Line Designs Aviton Flat Panel TV Stand with Integrated Mount $286.00 The Aviton Flat Panel TV Stand with an integrated mount is a contemporary unit with a black glossy powder coat frame. The top two component shelves has black tempered safety glass. Handsome chrome cylinders support the shelves. The integrated mount gives your flat panel LCD/Plasma TV of up to 55 inches a free floating effect. The swivel mount allows for multi-position viewing. The open shelves all…

Rca Rc59I Clock Radio with Ipod Dock $25.99 Audiovox RCA RC59i iPod Clock Radio RC59I Clocks…

Passion of the Christ: Songs (Original Songs Inspired by the Film) $7.00 …

Egyptian Hieroglyphs Made Easy $26.50 Learning and understanding of the ancient Egyptian hieroglyphic language. The hieroglyphic script was the longest lived and earliest form of the Egyptian language. Its use was limited primarily to religious and monumental inscriptions, whereas a more cursive script called hieratic was preferred for administrative and epistolary purposes. Hieroglyphic Egyptian employs pictures of objects, each with…

Promised Land [CD-ROM] Queensryche’s follow-up to the double-platinum Empire is something of an acquired taste, but it’s well worth the effort. There’s considerable variety here; the heavy progressive-rock of “I Am I” and the ballad “Bridge” were hit singles, but there’s also the funk-inflected “Disconnected”, the edgy, spooky “Lady Jane”, and the piano-and-vocals “Someone Else?”. The title track is probably the stronge…

Swirly Tree 3 – Vinyl Wall Decals Murals Stickers Art Graphic – 45H x56W – by üBer Decals Better than wallpaper, wall stickers are a perfect way to decorate your room and express yourself. They are a fun, easy and removable decor solution. These stickers are pre-cut and will only take you several minutes to apply on any surface – walls, doors, windows, and more. Each of our designs come with easy instructions to follow. This is an original design from uBer Decals. All other sellers are…

Modern Floral Bird – Vinyl Wall Decals Murals Stickers Art Graphic – 46H x29W – by üBer Decals Better than wallpaper, wall stickers are a perfect way to decorate your room and express yourself. They are a fun, easy and removable decor solution. These stickers are pre-cut and will only take you several minutes to apply on any surface – walls, doors, windows, and more. Each of our designs come with easy instructions to follow. This is an original design from uBer Decals. All other sellers are…

Yoga Girl – Vinyl Wall Decals Murals Stickers Art Graphic – 25H x 35W – by üBer Decals Better than wallpaper, wall stickers are a perfect way to decorate your room and express yourself. They are a fun, easy and removable decor solution. These stickers are pre-cut and will only take you several minutes to apply on any surface – walls, doors, windows, and more. Each of our designs come with easy instructions to follow. This is an original design from uBer Decals. All other sellers are…

Tiger Balm Analgesic Tiger Muscle Rub …

Gecko Nasal Pad – Large, 4.12 Long $24.80 The Gecko Nasal Pad (formerly the Sleep Comfort Care Pad by Sequal) is intended for patients with Obstructive Sleep Apnea (OSA) who experience pain and discomfort on or around the bridge of their nose associated with using nasal or full face masks. The pad acts as a cushion between the patient’s face and mask, and is simply placed across the bridge of the nose under the mask. The protective polyme…

Pureology Hydrate Conditioner 8.5 oz. $21.95 You can feel this premium conditioner working to moisturize, detangle and lock in colour. Multiweight Protein Complex, jojoba and shea butter impart excellent lubricity and liveliness to your hair. Contains an invigorating infusion of peppermint oils….

Kuzy® – AQUA BLUE Keyboard Silicone Cover Skin for Macbook / Macbook Pro 13 15 17 Aluminum Unibody $0.99 Dress up your MacBook Pro in fashionable color, silicone protection now. *** Will Not fit MacBook Air 11″ ***…

Kuzy – PURPLE Keyboard Silicone Cover Skin for Macbook / Macbook Pro 13 15 17 Aluminum Unibody $2.00 Dress up your MacBook Pro in fashionable color, silicone protection now. *** Will Not fit MacBook Air 11″ ***…

Kuzy – Circles Blue/White Keyboard Silicone Cover Skin for Macbook / Macbook Pro 13 15 17 Aluminum Unibody $2.00 Dress up your MacBook Pro in fashionable color, silicone protection now. *** Will Not fit MacBook Air 11″ ***…

Omaha Steaks Prime Rib Roasts Prime Rib Roasts…

KIKE CALVO photo illustrations FREAKLANCES Collection – Freaklance Fausto with bike graphic tablet and keyword – Coffee Gift Baskets – Coffee Gift Basket $44.99 Freaklance Fausto with bike graphic tablet and keyword Coffee Gift Basket is measuring 9x9x4. Contains 15oz mug, BONUS free set of 4 coasters, biscotti and 5 blends of gourmet coffee. French Vanilla, Kenya AA, Decaf Colombian Supremo, Chocolate and Italian Roast Espresso elegantly presented in our signature black planet coffee gift box. A very nice and thoughtful gift for any occasion….

Betty Lous Organic Harmony Hippy Happy Apple Bar Case Pack 24 – 683021 $116.33 1.75 oz bar. Vegan. USDA organic. Ingredients: organic apple cinnamon granola [organic oats, organic maple syrup, organic oat flour, organic crisped rice (organic brown rice, malt syrup - GF, sea salt), organic brown rice syrup, organic walnuts, organic sunflower seeds, organic expeller pressed high oleic sunflower oil, organic unsulfured dried apples, organic cinnamon, organic vanilla, sea salt],…

Maidenform Lilyette® Absolute Solution Lightly Lined Bra $34.00 Lilyette® has designed a bra that delivers the absolute solution for a full figure woman into one pad!  Our Lilyette® Absolute Solution Lightly Lined Bra is the single bra that will supply you with modesty, lift, and shape!3 section cup each with a different benefit: Lift, Modesty and ShapingOffers full supportSoft fabricationPads are designed to leave you feeling confident and comfortableDeliv…

Flexees Women’s Instant Slimmer Lace Trim Body Briefer #5356 $55.00 You will be in good shape once you get your hands on our Flexees® Ultimate Slimmer Body Briefer with Lace!      Offers maximum controlAll over control and supportLace adds a touch of femininitySlims and flattens the tummyTake inches off instantlyProvides full coverage in rearUltra firm controlFabric Content: Front & Back panel: 65% Nylon, 35% ElastaneFront Panel: 88% Nylon, 12% ElastaneInner…

Maidenform Women’s One Fab Fit Decadence Wire – 7499 $36.00 One Fabulous Feel®Our Maidenform® One Fabulous Fit® Decadence T-Shirt Bra’s super soft luxurious fabric and gorgeous details offer you a new classic with a twist of luxury!      Extremely soft and luxuriousModern and sophisticatedSleek and smooth fitShoulder straps that stay in placeFabric ContentCups and Back: 73% Nylon®, 27% ElastaneImported…

Green Toys Sand Play Set $11.00 Kids will ‘dig’ building castles and hunting for buried treasure with the environmentally friendly Sand Play Set from Green ToysTM. Made of recycled plastic, this classic 4-piece collection of tools consists of a bucket, sand castle mold, shovel and rake. Made in the U.S.A from recycled plastic milk containers, which helps save energy, reduces landfill waste, and lowers greenhouse gas emissions, a…

Alex Toys Draw like A Pro $34.71 A fun and easy way to draw…just turn down the lights, switch on the projector, insert a preprinted slide and trace away| Comes with 124 slides, 6 markers, 10 sheets of paper, and a flip book….

Alex Color A Flower Bag $20.86 Dazzling flowers| This fashionable bag measures 14?W x 11?H x 4?D – big enough for school books and binders. Includes 6 permanent markers in a cool pouch that can be colored, too|…

KONNET iCrado Original, Stylish Metal Charging Dock / Cradle / Stand for iPhone, iPhone 3G, 3GS and iPod (Black) The KONNET iCrado is an easy to install cradle for your iPhone or iPod. With its unique distinctive design, it demonstrates the user’s personal style. The front is designed with a wide opening to give users the quick convenience of charging the iPhone or iPod without removing the protective case. The iCrado has a dedicated port to fit the Apple’s 30-pin USB cable to charge and sync the i…

Centurion CD DVD Storage Library Electronic Organizer PC Controlled 100 Disc Manager $94.51 : The Centurion CD is the most efficient and safest way to store, protect and manage valuable information stored on CD or DVD, whether its data, files, photos or videos. If data is placed on optical media, then the Centurion CD can eliminate clutter, help prevent scratches and dust and keep a work area neat and organized. It is a fully automated organizer that catalogues and keeps all media safe a…

FORD F-150 2002-2012 TRUCK SUV Car Auto Center Armrest Cover Center Armrest covers protect, renew and add comfort to the center console of your vehicle. This cover fits a FORD F-150 2002-2012 with front and rear cup holders. Picture shown is of an example of our product on a center armrest. Cover is made from a fleece fabric and is machine washable…

Rocket Dog Women’s Memories Ballet Flat $39.95 Create new casual day memories with this flirty and modern ballerina flat featuring a step-in and go design, thai silk detailing and ruched round toe with bow accent. By Rocket Dog Product Information • Heel Height – Flat • Material – Thai Silk • Toe – Round Final sale, no exchanges, no returns. CALIFORNIA PROP 65 WARNING: Bakers strives to provide safe and environmentally friendl…

New Balance Women’s CW 442 Sneaker • A classic running shoe with gotta-have style • Low-profile synthetic upper • Cheery polka-dot lining • Cushy foam insole • Flexible rubber sole • Thick padding at collar and tongue…

Easy Street Women’s Castle Ornament Pump $39.95 • Elaborate your wardrobe’s feminine features in this smartly-styled skimmer • Smooth synthetic upper • Gentle tricot/smooth lining • COMFORT WAVE™ construction with cushioning foam insole • Flexible composite rubber sole • 1/2″ heel height …

---