Today was an advertising-filled day. First, I had a portfolio review, organized by COM, with Boston art directors and copywriters. Met with Art Directors from AMP Agency and Connelly Partners, founder of Embryo and a freelancer with 20-years of industry experience.Here are some useful pointers I got:
- A book should look polished (use better paper, high-quality print outs, trim edges, etc.)
- Some Art Directors (especially those with design backgrounds) are looking for technical skills and a strong understanding of design
- Call an agency's receptionist to find out what the office culture is like to decide what order to present work (i.e. a hipper agency may like more non-traditional/graphical work)
- Read creative books + annuals
- You can't always teach a designer to concept, but you can teach a conceptual (big idea) kid how to design
- San Francisco is like Boston, they're secondary cities (to LA and NY respectively), but much more creative than LA or NY
- Blow out all concepts into full campaigns (print, outdoor, online, DM, packaging)
- Have at least four of these full campaigns
- Don't do things by formula
- Take a bad ad and redo it for (fun and) practice
- Volume is not important in a portfolio
Secondly, I headed down to the ICA for the Independent Film Festival's screening of "Art & Copy" a documentary about advertising creatives directed by Doug Pray, who also did Surfwise, Scratch and Hype!. Pray said the film's concept is: "If you hate advertising, make better advertising." I didn't love the film as much as I loved the people in it... David Kennedy (Wieden+Kennedy), George Lois ("I want my MTV" campaign), Hal Riney (Reagan reelection), Lee Klow (TBWA/Chiat Day, Apple), Mary Wells (Braniff Airlines), Goodby, Silverstein... these people defined/shifted/revolutionized advertising and I admire their work and character so so much.
Long day, sleep time.
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