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Interactive AD wants to flex traditional muscles


I have been an interactive art director for 7 years now, and pretty successful at it. I am planning to find another job with bigger accounts and might potentially get a interview with a large major agency through my connection. I usually show off my work via website; I’m redesigning my site and planning to incorporate 2 – 3 solid spec campaigns for traditional work that I’ve been working with my writer partner. Reason being, that I feel from my experience interactive people are often looked down upon and traditional CDs think we are not creative enough to do TV or print and only pigeon hole us to do websites and banners. I want to be hired as an art director that is strong in conceptual ideas rather than only having great design skills and interactive experience. Do you think 2-3 campaigns are enough to translate that? Should I keep using my site in the interview or create a traditional portfolio booklet? I think website/banner is best viewed in 72 dpi but traditional work like print and outdoor are best viewed in 300. What do these large ad agency creative directors prefer?

intro Interactive AD wants to flex traditional musclesThe key question you ask is how much evidence do you need in your portfolio to prove you are an art director that can work well in any medium. We suggest 10 “traditional” examples are closer to the mark than 2 or 3. We use that term loosely–today to impress the better CD’s you should be showing strong thinking that transcends the medium choice. Integrated campaigns score the biggest points (with synergies across multiple channels) along with ideas that don’t fit into an “ad” category at all—think about Droga5′s Tap Project for example. No media comes to mind—just an outstanding solution to a problem. You should display all your ideas on your website, and a hard copy portfolio is also good for face to face interviews.

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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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