There's a simple truth in this concept, it is in this moment where we (as creatives) need to look again at the tools we have at our disposal. We get all very excited about 'kicking the tires' on new technologies. I know I do as I'm as #FOMO as they come. But the truth is that we have yet begun the process of exploiting the potential uses of what we have as this video makes clear.
In my experience with both agency and client I've often heard "well we have a small budget so we can only do this..." Wait, what? Is this a creative meeting or is this a funeral? First, let me tell you what sad little emotional creatures we overly sensitive creative types are. We're a ball of fire that you walked in and pissed on before you told us hello...
The consumers mind is sharper than ever. They have the ability to process, filter an delete content faster than ever before. So what can you do as an advertiser to combat or embrace this? Make the common place something conceptually special. When's the last time you felt compelled to switch garbage bags brands? When's the last time you felt like you had to jump out of your seat and check a URL that you just saw on TV? The key (as plainly as this sounds) is taking things that you do every day, apply story and shift the vision. Take for instance the following three ads:
This series of ads was some of the shining examples of what can come out of storytelling in thirty seconds. It takes the mundane life of the avergage business professional and turns it into something not only compelling, funny but motivates you to compare your current situation to it. When's the last time you felt like you would debate your car with $100k Mercedes? You wouldn't because you can't. That's why they sell that product in reverse –– exclusivity, removal from the pack and engineering. So be care to how your applying your connections.
But when you're talking to the other 95% you need to emotionally connect to their real lives. Here's some questions to help quickly find those nuggets:
The risk an advertiser needs to take is how granular are they willing to be with the concept to the demographic. Everyone wants their ad to connect to everyone alive but that's foolish and ultimately ineffective. In a world of spoon feeding directions to users we've tend to forget that the audience can think for themselves.
It's funny when you have the perfect storm of client and creative willing to swim in the deep end. Such is the case with Google. I did an early post on the product of these shoots and how it embraced the power of campaign like Honda's "The Cog" and kinetic art as a whole. But any creative will tell you that involvement in creative such as Google's "The Speed of Chrome" would be heavenly. Enjoy!
Recreating/reestablishing a iconic American brand like Coca-Cola, Ford or Harley Davidson has got to be gut-wrenching for any agency. But when Razorfish was tasked with giving Levi's an injection of Americana I'm sure there was an Art Director vomiting somewhere in that building. Below is an attractive case study that ropes you into the mindset of a killer Forth of July marketing campaign to celebrate the world's blue-collar uniform.
The Backbone: Not that this is going to come as a surprise but these sites are the first sites you need to work on. Get your resume, contact information and profile up-to-date as soon as possible. Don’t forget to setup alerts based on your search criteria; it’s best to get them sent every morning.
Creative Resources: Here’s the fork in the road. For creatives we need to get our work out there on the “interwebs”, almost as soon (sometimes sooner) than our resume. The following sites are important. These sites act as a place where you can post your resume information and, furthermore, most of them allow you a basic portfolio (for free) where your work can be seen. Some offer “upgraded” accounts, at cost, that allow you to post more work to your portfolio. Understand that not only employers search these sites but recruitment firms (head-hunters) do as well to cherry pick the best talent to pitch.
Social Outreach: Unless you just stepped out of a time machine from the past you’ll know that employers want to know you before they even pick up the phone. Social media sites play a REAL part letting employers get to know you, your interests, and your personality. WORK YOUR NETWORK! SimplyHired.com works to cross reference your LinkedIn account to see if you know anyone that’s working at posted job. This way you can reach out to that contact and do some critical due-diligence prior to applying.
Project & Freelance Work: There's a growing need for freelancers and consultants of all times in the design, web and advertising market. Once settled in this genre you can do quite well. So, if you’re ready to battle everyone with a copy of CorelDraw and a fistful of clip art I give you the following URL’s. Vaya con dios mi amigo.
Design & Dev:
Writers:
Developers:
Just Jobs: The following sites are a mixed bag of freelance and full time positions.
Portfolio Builders: Here are a couple of great sites to build your portfolio on.
Digital Asset Swapping: Interesting concept here if you’re interested in sifting your old comps', code and images. You never know you might even make some cash.
Geek/Design Dork Dating: The name says it all.
Additional Trusted Creative Job Resources:
Get Creative Articles Published:
Sites to post webdesign, CSS and grahic design to promote your portfolio:
Design Blogs Resources & Intel:
The Following Design Blog List Artfully Assembled by David Airey:
Thursday, October 13, 2011 at 8:05AM