AD466: Lecture One: FALL 2016
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Transcript of AD466: Lecture One: FALL 2016
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Let’s talk about Portfolios
Fall 2016Gina Collura, Creative Director
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Breathe
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Your portfolio/book has:
- Only your most awesome, smartest work- At least 6 different projects (as many integrated projects to show depth of your thinking)
- Includes a range of brands/services, like: - Food/Beverage- Sports/Rec- Travel/Tourism- Tech product/brand- Fashion/Beauty- Eco/sustainable brand
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Your portfolio/book has:
- Products you love- A brand you care about- Something you want to dig into and research
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Your portfolio/book is:
- An extension of you
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Look at your work from the last 2 semesters…
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Luke Sullivan puts it best:- Speed of the Get- Believability- Creativity
It’s not a very big idea if it doesn’t fit on a Post-It note.
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Look at your work:- Come up with ideas that generate other ideas.- Start with human truths. - Arm yourself with the facts.- Be fearless around bad ideas. - Often the worst ideas are your tour guide to the best ones.
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Look at your work:- Where is the emotion in this product, service, or category?- Remember, it’s “got milk?” not “have milk.”- Don’t make things for the internet, make things out of the internet.- Would the press cover it? Would a person use it or share it?
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Your Portfolio SiteMake sure your site: - Is responsive.
- Works beautifully on mobile. - Doesn’t have any typos.
- Is simple and easy to navigate.
Is all about “The work. The work. The work.”– BBDO
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Are there any teams in this room?
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Portfolio Don’tsAnything inappropriate/vulgar/distasteful
- No expletivesNo typos
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Creative Directors on Your Portfolio
“I want more than just ads. I want to see you solve business problems.”
“Identify a problem for a brand and then show me how your idea can make the client money.”
“How does your idea make people look at the brand in a completely different way?”
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Have one single sentence to intro the campaign.
Here’s a good example in a student book: ‘Citi Bike: How do you take an activity New Yorkers already do and turn it into something that does tangible good?’ See? It’s one sentence.”
Recruiters on Your Portfolio
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“Here’s what student books should have: - 3 or 4 integrated campaigns- 1 digital-only campaign- A couple of 2-D campaigns (print/outdoor/etc.)- Plus a few things that’re cool: inventions,
evolutions on existing products/services, etc.”
Recruiters on Your Portfolio
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Ways to create Portfolio Sites
• Cargo: $66/year• Carbonmade• Wix• Format• Adobe Portfolio• SquareSpace• Weebly• Coroflot
• CommArts/Creative Hotlist:
$8.99 for 1 year!
Buy an easy to spell + remember Domain name (GoDaddy.com) and go!
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Next Week:Show your best portfolio pieces.
:15 minuteOne-on-Ones
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You should have a range of brands/services, like:
- Food/Beverage- Sports/Rec- Travel/Tourism- Tech product/brand- Fashion/Beauty- Eco/sustainable brand
Need a brief? Ask.
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Fun things + Deadlines
- At least 1 agency field trip- Fire drill session, if we need it
- Big Ad Gig Contest: (winner was in my Fall class last year: she interned at AtmoProximity/BBDO)
- Halloween is your Portfolio deadline - 62 days from Monday- 59 days from Thursday