Art direction refers to the visual appearance and overall design of a creative project, such as a film, television show, magazine layout or advertisement. It involves creating a specific look and feel for the project by selecting appropriate colors, lighting, sets, costumes, props, and other visual elements that help convey the story or message being presented. The art director is responsible for overseeing all of these creative decisions to ensure consistency throughout the production. In essence, it's about creating a cohesive vision that captures the audience's attention and effectively tells the story being told through visual elements.