I see you over there, so young, eager, excited, confused and scared shitless. That's ok. Here's some help for your biggest creative assignment yet - selling yourself. Stay tuned for tips, articles and advice on everything from compensation, competitions and not coming off like an idiot, or worse, an asshole.
Simply beautiful. That's all I have for you today. Some lovely type on chalkboard executions. No computers. Just a set of skilled hands and a good pair of eyes. (There are tutorials on how to fake it in Photoshop though - if your hands are unsteady traitors like mine are.)
loves a beautiful set of typography, but there's one style in specific
that really catches everyone's attention. It's chalkboard typography... a
handmade wonder for everyone's delight.
These are some examples of awesome chalkboard types done by some
really talented artists, because it's clear that being made in a
chalkboard by itself won't make any type beautiful, but it depends on
the hand behind it... people with an eye for beautiful handmade
typography. Don't forget to visit their portfolios for more of these!
They'll appreciate it. Cheers. ;)
This campaign totally tickles me. It's quick. It's smart. It's funny. But when the chuckles die down a slew of questions pop up.
What are they selling? Books? But you pretty much just gave me the cliff notes versions, so why should I read it now?
And now that I've seen these great ads, what do you want me to do? Just laugh? What's the call to action?
Is there a website? A location? Something? Anything?
Granted this is from Italy so maybe it's popular there and I'm just out of the know, but I'd still like to know who the brand is. When I tell my friends about these ads I should be able to say "Just saw this cool ad by (brand) for (product/service)."
Tip: Think about that when you're working on your stuff.
Is it explicit who you are advertising for?
Is the product/service evident?
Are the product/service benefits clear?
Do people know what to do next? (go to a store? go online? light themselves on fire?)
Awesome-or-Awful.com definitely goes into this on a very detailed level but you should be asking yourself these questions.
Here's the campaign for Quercus Books, which according to my BFF Google, is a bookseller/publisher.
What's important to note here is how their entire campaign isn't based on the pop culture reference - the brand is still very relevant and there is usually strategic reason as to why they're using that device. Diesel's is the best example - they're relaunching a shoe from 20 years ago - before the Internet and Facebook.
Tip: An important thing to note though is that pop culture is constantly changing and what's popular this month/year will be old news soon. Imagine if you had a whole campaign around MySpace in your book. Aaaaawkward.
So while all these ideas are cool and topical, this might not be the case when you graduate or after your first year at work. Make sure you choose wisely.
The Lesson: When you're working on stuff for your book or work or whatever, make sure there's a reason you're using the pop culture reference and make sure it fits with the brand. Or any reference really - a historical character/event, a superhero, a celebrity, an elephant... Whatever it is, it needs to have a reason for being in the ad and with that brand.
You can't just use things for the sake of using them. That's called borrowed interest. It's gimmicky, lazy and sucks.
Whether you're an art director or a copywriter, knowing how to use Adobe's Creative Suite is going to take you far in this business.
Copywriters, it helps to know your way around the programs. Just in case your partner is busy or absent or nonexistent and you need to get shit done asap. Even just being able to put things together to make a PDF is going to help you.
But art directors and designers - if you don't know how to use these programs - how to make layer comps, how to organise your files properly and how to design the shit out of ads - then you need to get to work. Immediately.
It's your job to know the ins and outs of Photoshop and inDesign - and
shoot if you can throw in some AfterEffects and/or 3D imaging you're
When it comes to your portfolio - having the work in your book look polished, professional and print-ready - stuff you'd see in a magazine or online or wherever for real for real makes a big difference.
On a hunt for inspiration this weekend, I was looking for brands that have a distinct look, style or branding element that sets them apart from the rest. Something that when people see it, they'll know exact who the ad is by.
Apple is good at that. Always clean, simple, product focused and I'm pretty sure it's the same voiceover guy throughout.
I came across this post with 89 iPhone ads from 2007 to 2012. Jackpot!
It was great to watch the evolution of the campaign - and the product.
As a creative wannabe, this is a great campaign for you to learn from.
Look at how the product is always king.
How they make product demos look sexy.
Keep a keen eye on the things that stay consistent and the things that evolve.
How they can talk about different product features and still keep the same style and ad format.
The fact that they usually focus on feature per ad - one single message.
And especially note the branding - you almost always know it's an Apple ad.