DmC: Devil May Cry

Art Direction Bootcamp: How Being Different Makes All The Difference

In this 2015 GDC presentation, Ninja Theory’s visual director Alessandro Taini outlines a philosophy of art direction centered on the pursuit of originality through unconventional creative processes.

• Art direction should prioritize originality by resisting generic industry tropes and avoiding literal keyword-based brainstorming, which often leads to clichéd visual results.
• Creative teams should derive inspiration from non-gaming sources such as fine art, experimental animation, and real-world materials to ensure a distinct and authentic aesthetic.
• Visual direction should function as a 'digital double' of the creator, incorporating personal history and diverse cultural influences to move beyond derivative design.