Some websites to get your creative juices flowing...
I believe in adv
Dave Trott’s Blog
www.stumbleupon.com
http://helloyoucreatives.com/
http://www.dandad.org/awards/student
http://wklondon.typepad.com/
Putting together a portfolio (or book)
As a creative your book is vitally important. You will not get anywhere without one. If its good enough it'll get you 15 minutes of a creative directors time.
The portfolio isn’t just about demonstrating artistic-like creativity but, also, about demonstrating an understanding of the brand-positioning approach behind a particular campaign.
The following is an outline for how to put together a portfolio. Copywriters and art directors should strive to make theirs as perfect as they can (copywriters, in particular, with copy, and art directors, in particular, with the visuals) – in every sense
- Print pieces. Traditionally, print pieces (most typically, newspaper / magazines ads) were the core part of advertising portfolios (often including variations from TV to direct marketing pieces, and more, as well – depending on the type of agency). But advertising, in general, has changed so much in recent years (with the emergence of new media and integrated agencies, as well as holistic approaches to advertising, overall) that putting together a portfolio isn’t as clear / black-and-white as it once was.
Having a traditional-like portfolio is, generally, a good thing to put together anyway (for developing creative and branding skills / ideas in general – as well as the reason, of course, that you might have to use some / all of the ideas contained in the portfolio at a later date). And depending on the nature and work of the agency, your portfolio format will have to change accordingly (try and research as much as you can about what a particular agency is looking for).
- Choose the right brands. Select brands that you like and know something about and believe will give you the best shot at creating great pieces for your portfolio
- Creative and branding skills. Select pieces that show off your creativity and at the same time demonstrate your understanding of the brand-positioning side behind campaigns. You, ultimately, want to grab and hold audience’s attention and connect with them in some important way about the brand.
- Different levels of difficulty.Try different levels of difficulty. Create a selection that are safe, safe-ish, a-bit risky and risky (the person looking at your portfolio might think that your ‘safe’ is risky and vice-versa).
- Humour. Humour can be a powerful tool.
- Originality. Be original
- Explore. Don’t be precious. Explore lots of ideas.
- Ideas finished off properly.Ensure that your favourite ideas are thought through, and finished off properly. Demonstrate that you are able to think through ideas.
- Art Directors and finished work. Art directors need to ensure that their visual work is finished off properly (with professional help if necessary).
- Art Directors and headlines. Art directors must be able to create brilliant overall concepts (just like copywriters). And art directors need to work hard at the headline (at least create the bones for a good headline that, in a real-world scenario could be polished off better, later on, by a copywriter) because a headline is an important part of the overall creative concept.
- Enjoy. Enjoy the creative process, and putting the portfolio together, overall (but bear in mind that it isn’ t just about being creative in an artistic-like sense. It is, also, about being relevant to the brand-positioning ideas behind the campaign).
- How many pieces?
Art Directors and copywriters need to aim for around minimum of 10 campaigns, with minimum of three pieces per campaign (and copywriters should, also, include examples of long copy).
If in doubt, focus on quality over quantity.
- Storyboards? You can use storyboards but only if it works for a particular campaign (otherwise leave them out). If you do decide to offer storyboards, they should certainly not take over the portfolio.
- Contributions of other people.If someone else has contributed to your portfolio in any way (i.e designer if you are a copywriter, or a copywriter if you are an art director, and so on) then say so. Employers want to employ people who are open / straight. But, also, someone else’s contribution can demonstrate an ability in you to collaborate with others -a skill which is essential in advertising. So others can contribute, however, don’t let the work of someone else take over your portfolio – otherwise it’s not really your portfolio!
Extra work (but not a substitute for main work) you can include one-off ideas / other items in general:
- General one-off ideas
- New media (demonstrating that you are interested in new media as well as traditional)
- Scripts (radio / TV)
- Non-advertising work (related to your art director or copywriter work)
The important point, though, is to make the main body of work stand out / be easy to access (and not get mixed up with the extra work).
Finally
First and foremost you want to wow portfolio readers with creative (and relevant, from a brand-positioning perspective) pieces – pieces that would work in the real world. Don’t forget to put your best work at the beginning and end of the portfolio.
But your portfolio is, also, an opportunity to reflect something of your approach to the creative process in general: that you are adventurous, lively, energetic, curious, collaborative, holistic in approach, and so on. In other words, do what you are best at (if you think it produces great results). But, also, demonstrate that you are willing to take risks and go beyond your comfort zone. (Source: spotlightideas.com)
The portfolio isn’t just about demonstrating artistic-like creativity but, also, about demonstrating an understanding of the brand-positioning approach behind a particular campaign.
Having a traditional-like portfolio is, generally, a good thing to put together anyway (for developing creative and branding skills / ideas in general – as well as the reason, of course, that you might have to use some / all of the ideas contained in the portfolio at a later date). And depending on the nature and work of the agency, your portfolio format will have to change accordingly (try and research as much as you can about what a particular agency is looking for).
Art Directors and copywriters need to aim for around minimum of 10 campaigns, with minimum of three pieces per campaign (and copywriters should, also, include examples of long copy).
If in doubt, focus on quality over quantity.
But your portfolio is, also, an opportunity to reflect something of your approach to the creative process in general: that you are adventurous, lively, energetic, curious, collaborative, holistic in approach, and so on. In other words, do what you are best at (if you think it produces great results). But, also, demonstrate that you are willing to take risks and go beyond your comfort zone. (Source: spotlightideas.com)
Can you measure creativity
The arts institute over in Canadaland think you can
http://www.wherecreativitygoestoschool.com/vancouver/left_right/rb_test.htm
http://www.wherecreativitygoestoschool.com/vancouver/left_right/rb_test.htm
take the test to see which side of your brain is dominant and what type of thinker you are. It's pretty long winded but the results are quite interested. I'm not too sure about the wording of the responses though :)
Food for thought....
Really interesting talk by Ken Robinson on creativity within today's education system. Clearly something needs to change.http://www.youtube.com/watch?v=iG9CE55wbtY
The Post-Graduate 'Root'
Post-Graduate Courses (MA)
Most budding Art Directors and Copy Writers then tend to then go on and take a year-long Masters Postgraduate course in ‘Creative Advertising’ or ‘Copywriting and Art Direction’ at Universities or Colleges. Some of the best are listed below:
Falmouth
West Herts
SCA
Napier
It is here that students work on briefs for real products to build up their portfolio with the aim of securing a Creative Placement on graduation. It is often here where creative partnerships are formed. (although there are organizations such as ‘The Book Club’ (see http://www.nabs.org.uk/career_management.htm or ‘D&AD Talent Pool’ who help ‘matchmake’ creative teams if you fail to meet a suitable partner at university or college) (Source:IPA.com)
How to become an Art Director
Traditionally most Art Directors have studied an Art-based BA degree such as ‘Graphics’ or ‘Design’. Typically these sorts of degrees often have Advertising based units within them.
To achieve entry onto a degree course such as this students will most likely have studied Art at A Level or a Art BTEC, and then gone on to take a one year ‘Art Foundation’ course. It is here where students produce a portfolio on which their BA course entry will be judged. For a list of Foundation courses please see http://www.ucas.ac.uk/students/beforeyouapply/artanddesign/foundationcourses/
A BA degree typically lasts 3 years with some including a 4th year in working in industry. These years can be a useful time to get Advertising based experience, contacts and refine their portfolio for a possible MA admittance or employment straight after graduation.
How to become a Copy Writer
Most copy writers tend to have studied English at A Level and a 3 year BA such as English or Creative writing before going on to do a ‘Creative Advertising’ or ‘Art Direction and ‘Copywriting’ MA. However an English degree is not essential; many copywriters come from degrees as diverse as Law and Biochemistry. But to gain entry on to a Postgraduate course you must display relevant academic and professional experience.(Source:IPA.com)
What does a creative department do?
“Creates ideas, ideas, ideas!” The creative department of an agency is where the campaign comes together. It’s where that great idea or stunning visual is dreamt up. They take the client brief and work with it to invent ideas to address the brand’s business problems. From here, they work with media planners/buyers and the production department in order to make those ideas, that have been approved by the client, into a reality.
How does a Creative Team work?
Traditionally a ‘Creative Team’ is made up of an Art Director and Copy Writer. This essentially means one ‘visual’ and one ‘words’ person. However most creative partnerships are far more fluid and collaborative than this: in other words while Creatives may perhaps be stronger in say copy writing than art direction they may both act as Art and Copy Director within the team. Creatives often find partnerships of this kind work very well as they can inspire and refine each other’s ideas. Creatives work to client briefs set by the agency.
This said not all Creatives come in pairs and individuals may be called upon to work in conjunction with another team or on their own projects. As long as you have a strong job. portfolio (‘Book’) demonstrating strong art and copy direction there is nothing to say you have to part of a creative duo to get a(Source:IPA.com)
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