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IHAVEANIDEA.ORG > ask jancy >  Highly polished visuals vs. sketched ideas in my book

Highly polished visuals vs. sketched ideas in my book


I have been working mostly in below the line DM agency for the past few years my background was graphic design. I recently completed a one year part time course in creative advertising. My question is this. When you look at someone’s book do you feel it necessary to see highly polished photoshop visuals or are well executed sketches sufficient. I just found when I shake off the shackles of the computer it frees up so much time to concentrate on actual Ideas.
I understand as an art director people need to know your standard of finish. But are sketched visuals frowned upon?

intro Highly polished visuals vs. sketched ideas in my bookThe more junior you are the more acceptable rough comps are. We agree that in the creative development time of a project we hate to see hours of that time poured into tight comps–stealing precious idea generation time. But if you want to be an art director, half of what you’re selling is your design skill. The competition that does show their ideas AND their art direction skills will more likely get the nod. At the end f the day, it’s true, really big ideas trump craft. We will take the big idea person above all others. But if the person in the lobby after you has the ideas and the evidence of excellence in art direction, it’s going to go his or her way.

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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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