Where portfolio students talk.
Thursday, July 5, 2007
The Importance of Long Copy
This long copy ad was done by Gerald Blanton (AD) and Kevin Dunleavy (CW) at VCU Ad Center. How important is it, both for writers and art directors to have good long copy in their book?
It isn't always the stuff that gets the awards, in fact it seems that it never is--but I've heard professionals say that it is very important as a writer to show that you can write, and as an art director, that you can lay it out.
That said, the changing dynamics in media today seems to driving creatives towards alternatives to high word counts. How beneficial is it really to have in your book. Or imperative?