The Art Director (AD) is

The Art Director (AD) is a Director of Meaning, not a Supervisor of Designers Too often, «Art Direction» is confused with managing a design team. But directing design and directing meaning are not the same thing. An Art Director isn’t a manager. AD is a translator between strategy and emotion, between idea and atmosphere. Art Director doesn’t just approve visuals, AD shapes how things feel and build a consistent language across everything as tone, rhythm, texture, light, sounds, etc.