Helmut Krone. The book.
  Graphic Design and Art
  Direction (concept, form
  and meaning) after
  advertising's Creative
  Revolution. Clive Challis
  The Cambridge Enchorial
  Press Ltd.
  ISBN 0954893107
I

ISBN 0-9548931-0-7 Erik Kessels is surprised by his honesty. Bob Levenson learnt the new way to write copy from him. George Lois called him a 'fucking kraut'. The creative Director of Chiat Day LA used to be his assistant. David Abbott wrote a book about his most famous campaign, for the VW Beetle. Yet Helmut Krone never became the Creative Director of William (Bill) Bernbach's DDB. Instead he remains 'the greatest art director' honored by Advertising Age and Adweek.

 

           
 

Bill Casey: 'I wanted to change it and Bernbach said, "We've got the only camera in the world you take the picture one minute and see it the next." I said, "Everybody knows that and they don't think the pictures are so hot."'

 
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Bill Casey's art direction... the Polaroid 'Big Heads' campaign... .Bill Casey's changes to the Polaroid thinking... Doyle Dane Bernbach House ad... David Oglvy... Hathaway shirt's Baron... Commander Schweppes... Art Director's Annual... Polaroid's new film... Polaroid sales increase... Salvador (Salvadore) Dali... Bill Bernbach... Polaroid's real-world subjects go show-biz.. status of copywriters and art directors... photographers Bert Stern, Wingate Paine...

 
     
All chapter 1 spreads