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 Graphic design versus advertising art direction. Concept versus form in typography and layout. Helmut Krone worked for William (Bill) Bernbach at DDB - the advertising agency singlehandedly responsible for the 'Creative Revolution' of the sixties. He changed the way advertising art direction was applied to photography; changed the way copywriters wrote copyand the ways art directors and agency typographers set type. Some say he was the greatest art director ever.

 

           
 

   Back at DDB Larry Sillen shot the hand peeling the Polaroid layers apart. Art Steinhauser's lab comped the two shots. Because the portraits were precisely centred on the page, each publication required a different sized piece of art... ‘The hand peeling it back was like half a dozen different size dye [transfer print]s,' Steinhauser recalls, ‘whether it was a two-page spread or a single, or bleed, and so forth.'

 
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the Polaroid 'Museum' campaign... Polaroid vs.. Kodak... the SX70... on words vs. meaning: Polaroid Time Zero, Porsche... the 10" x 8" Polaroid campaign... photographers Carl Fischer; Larry Sillen... Art Steinhauser... copywriters Ed Smith, Tom Yobbagy...

 
     
All chapter 1 spreads