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I’m a CW doing my own art direction


I’m in a portfolio program right now, as a copywriter, and I’m finding that I think very visually, to the point where some of my better ideas end up needing little to no copy.
Is there any merit in trying to art direct these ads myself, so that CDs will know I was responsible for the solution, and not just the tag line? Or will they just assume that I worked on the ads with an art director anyway, and so I’m better off finding someone to comp them up on the computer?

intro Im a CW doing my own art directionCD’s understand that an idea, whether it’s visually grounded or not, can start with either the art director or copywriter. And today it could come from others, too, as traditional art director/writer partnerships are getting more interesting with the inclusion of an interactive creative person on the team. Or even two writers or two art directors working together. It’s always a good idea in an interview to let a CD know if the idea he or she is looking at was yours—as the idea itself is always the most impressive part (we’re looking for your ability to think in an interesting way first). In a junior book the execution comes second to that (ok, true of a senior book, too, but of course pressure is on to nail the execution with more senior creatives). As for how your ideas are comped up for your book, it’s always more impressive if you can get art director help for a great page. But as a writer it’s not held against you if you represent ideas without benefit of great art direction.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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