Wednesday, September 12, 2007
The Progressive
This :30 was done by Jeff DeGeorgia (AD) of Loyola College in Maryland. The sound was edited by Rik Koletar.
I think this demonstrates how easily (of course Jeff and Rik worked very hard on this) students like us can put things like television--previously very difficult to--in our books, because of increasing accessibility of powerful, software and hardware readily available to the public.
Should the ad student of the future, or today's most progressive ad student put well-produced TV in their books? And if so, how does this change the limitations of what students can be doing from a big picture level?
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4 comments:
Arthur,
Awesome you posted my commercial--it was a lot of work, and many many cigarettes and starbucks later I came to this conclusion...
This :30 spot is not something which is in my portfolio, nor is it something I would suggest putting in a portfolio.
A traditional portfolio uses print and outdoor ideas, and this is for one reason: they are the quickest, best snapshots of seeing into a creative mind. If you can do print, you can do anything. TV is an after-thought.
Instead, place something like this on an online portfolio and offer it up to be seen if needed, but don't replace any solid print campaigns with a story board or CD.
Online is the place to show off everything, the full character.
But CD's just want to see strong ideas in print, and that's really all they have time for.
Oh yes, and to clarify:
This TV spot wasn't done for the intended purpose of my portfolio.
It was part of a campaign for Coca Cola Classic that we presented at the 2007 National Student Advertising Competition.
What I'm asking is whether the "traditional portfolio" will be enough.
As the line between writers and AD's, traditional advertising and non-advertising creative fields blur--what does the student book of the future--the cutting edge, progressive, game-changing creative's portfolio look like?
Isn't it eaiser for CD's to look up a web page than the beuracracy of fumbling thru one of the hundreds (or thousands) of books they get a year?
Since when did unique execution and medium replace a great idea?
I agree with JLD. I've always been a strong believer in if you can think big in print, you can likely think big anywhere. CD's take 2 to 5 seconds to look at your ads, if they don't get it in that time, they'll just move on. Print just happens to be quickest and easiest way to page through your ideas.
Here's what I've been doing, not that this is the only way...
I have a traditional print portfolio, and a leave behind DVD that features everything from TV, radio, interactive, film, print etc. I have a standard wonderbread website (being reworked right now) and a blog that I use as a virtual playground.
I recommend doing things that aren't traditional on your blog or website. By that I mean stuff that isn't necessarily advertising. CD's like to know that you have more to talk about than just ads and ad nerd shit. If you're a creative person, show it. Not just on a magazine ad.
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