Pinterest To Portfolio #2: Moodboards
On Curating Visual Languages Over Vibes, Why What You See Online Doesn't Work, And The Types of Moodboards You Need To Sell In An Idea
Being an art director isn’t just about putting together beautiful moodboards—though I won’t lie, sometimes I wish it were that simple.
Before you even get to the moodboard stage (especially for paid work or even a passion project for your portfolio), you need an idea. A real one. Not just something that looks good on Instagram, but a thoughtful, purposeful idea you’re genuinely excited about. If you’re wondering where to start, I broke down my ideation process in the last article of this series. It’s worth a read before diving into this article.
Done? Great. So you’ve nailed down your concept—now what?
To pitch your campaign or lookbook idea to a client, photographer, or even a friend, you need to bring it to life visually. ✨Enter the moodboard✨
But first, hear me out—moodboarding isn’t just about slapping a collection of pretty images onto a slide deck. It’s so much more than that.
I worry that the rise of "aesthetic culture" on social media has warped the true purpose of a moodboard and what they actually look like. It’s not about how many likes or reshares it gets; it’s about how effectively it communicates an idea.
This is an ongoing, paid-subscriber series crafted to guide you through the entire creative process. I’m not here to gatekeep, but honestly—writing these takes a lot of time (and I feel like I’m spilling all my hard-earned secrets!) If you’re curious about the ins and outs of art direction, or ready to build a portfolio that turns heads, subscribe or grab a free trial and join me on this journey. I promise, it’ll be worth it 🫶.
As always, my inbox is open if you have questions or need advice. Okay, let’s go.
✨Don’t Forget—At the end of this article you’ll find a free PDF that I would use for a campaign pitch to a client. Enjoy!✨
Moodboards = Visual Language
“Moodboarding” may be the most common term for this stage, but I prefer to think of it as creating a visual language.
Unlike what you might be used to seeing online, this part of art direction isn’t just about curating a “vibe”—it’s more about shaping the language your campaign will speak across every, single, touchpoint.
Think of your moodboard as the bridge between the concept and execution. The blueprint. It’s one of the most effective ways of articulating the look and feel of your idea to everyone involved—the photographer, designer, set designer, and most importantly, your client. A solid board ensures everyone on your team is on the same page, moving in the same direction, towards the same vision.
What Makes a Moodboard Effective?
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