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.

 

           
 

   Tom Yobbagy: The account guy came down and the direction was "The world's finest instant camera." I was crushed because we've all had that before: "The world's finest french fry"; "The worlds finest..." Helmut just sat there and said, "What do you mean by that?" The account guy came back and said, "Well, it's the top of the line it's the finest instant camera." Helmut said again, "What does that mean...'

 
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...sonar focusing, the SX70... a 10.4" focal length vs. status... copywriter Tom Yobbagy on the development of the campaign... accountman John Fenyo...

 
     
All chapter 1 spreads