Graduated & Looking for Book Crits & Placements

A recently graduated creative team asked me for “brutally direct feedback” on their portfolio.

They're braver than I am.

If you're in the market for some some of this feedback I can perhaps give you one piece of advice that I’ve learned from people much better at advertising than myself.

You have some good ideas and you’ve obviously enthusiastic about this business of communication but I suspect you’re missing a rather fundamental part of the process.

Your storytelling needs better crafting.

The advice I have given every single student in recent years is to stand out from the crowd of your classmates. You all got the same projects and had the same amount of time to do them. You all seem to make the same poor design choices as well. When I look at your portfolio I have no idea why you’re different and how you believe a story should be told.

Now that you have the time you should go back to your portfolio and make sure that everyone who sees an idea you’ve dreamed up gets some sense of how you imagined it should look and sound. Pick the tone of voice, write a better social post, create a better image, think about the logic and explain the magic of the idea with some interest. 

At the moment it’s all rather dry. I believe that as soon as your personalities and storytelling skills start to show themselves you’ll find yourself getting more attention from agencies for placements.

Good luck