10 comments

lahaff's picture
lahaff
1520 pencils

The inflation of flowchart advertising continues. Anyone getting tired of it soon?

New Nice and Fun's picture
New Nice and Fun
377 pencils

Qualities needed to work in advertising :
a/ stopmotion
b/ flowchart

picopalqlea's picture
picopalqlea
999 pencils

advertising: the art of selling by cliches...

CuriousPencil's picture
CuriousPencil
4227 pencils

Props Ben, for doing this, I'm a copywriter, pleased that you put your work out there. Your shadows are inconsistent, your bravery's evident, and you need a copywriter. Team up with someone (or get a friend that's a weirdo wordfreak - there's always one that you'll know, find them) and knock some ideas against their wordwall.

Would advise against using the word 'unemployed' - it tends to scare prospective employers / clients. As does a lone art director, and a lone copywriter. Even if you don't know the guy/gal, your chances are boosted by upwards of 100% if you can present a team. That can present a consistent light source from a ready-to-work talent that can turn 'unemployed' into 'unavoidable choice'. Good luck. And props again for posting your work where the grizzled could tear it to shreds. Keep on.

CuriousPencil's picture
CuriousPencil
4227 pencils

Apologies. Just seen that you did have a copywriter on board. In this case, stop agreeing with each other so much. The work wasn't good enough to let loose. Be as hard on each other as you will learn the people here will be. Check and re-check. Shout if you need to. An AD-CW team needs meat-honesty otherwise it's never going to be more than skin deep. Try again and try harder.

eghead's picture
eghead
126 pencils

CuriousPencil, thanks for the feedback. It's refreshing to hear someone give constructive criticism as opposed to just reiterating why flowcharts are old news. As a recent graduate I'm all ears and am always open to ways to improve my work. I did this piece with the intention of sending it (mail not email) to various companies with a resume and a handwritten letter attached. A former teacher of mine recommended I do a series of self-promotional pieces which can be sent over the course of weeks or months. I thought it was fitting to do 'seasonal' pieces, a halloween chart, maybe a new-years resolution piece in the future to keep up a dialogue with these agencies. I do agree a copywriter would greatly benefit me (the copywriter mentioned here is actually my gf), but I honestly wouldn't know where to find one. I wonder are companies partial to hiring teams as opposed to a lone art director? If I were to do a new years piece what should be different about it?

CuriousPencil's picture
CuriousPencil
4227 pencils

Your teacher gave good 'series of...' advice: prospective employers who receive and notice the pieces would ideally become conditioned to expect the next in the series, and if you space them regularly, you can build suspense/interest over time. The seasonal idea is problematic when you see that it limits you to holidays: when companies are already under deluges of correspondence both incoming and outgoing. A way round this is to invent a timescale and stick to it. Highlight a 'One of Three' device for instance, think of some triple 'thing' that you can use, tell a story in 3 parts, and send them all to arrive on a Monday. By the 3rd Monday they'll be wondering how the story ends. Which is when they're likely to be most interested in hearing about the creator of the series.

I've got nothing against flowcharts as such: they're a fine vehicle for conveying decision-based processes. People who see a lot of them or use them a lot (un)ironically will be tired of them: (over)familiarity breeds contempt, so keep your eyes on other devices for conveying decision-based processes, or create a new device, or come at the problem from a different angle. Look again at your flowchart above: see how there is only one route whereby your name is the choice? Ask yourself if that was the intention: it shouldn't be - you should close down options where you can be ignored, where you're not the automatic end result.

As for companies and AD/CW teams: companies looking to feather their nest with talent will be the ones who hire lone ADs to absorb into the workforce. If you're looking for a FT position, that's okay - the company will assign (you to) a copywriter and set you to work. If you're looking for freelance work as an AD, it's invariably the case that companies will expect a readymade team: they want a unit they can throw a brief at and catch a concept by return. Lone ADs freelancing are more often than not seen as dinner for one on Valentine's day at a packed restaurant.

Finding a copywriter - start with where you know. Try networking with your old college, ask around, they're out there.

And good luck.

morse's picture
morse
15046 pencils

It looks old and tired. It's not bad for a student, but I would like to see fresh stuff from young creatives.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

krautland's picture
krautland
3204 pencils

I don't see the point. if it's trying to convince me to hire this guy the ad failed. this is unfocussed.

Dzsoi's picture
Dzsoi
5268 pencils

I agree with Mr Pencil, although I see that all other routes end with "unreachable" solutions, you must be at the end of all paths - your target should bump into your name at the end of the road no matter where (s)he headed. You can always find alternative ways to be funny, don't stick to Henry the 7th or MJ...

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