Here’s the second batch of my tips for students and grads. Hopefully there’s something you find useful in there.
Be careful not to do too much at once. Pick things off one by one. Gradual improvement is better than being overwhelmed and doing nothing.
Tip 6 // Keep it clear & simple.
Somewhere there’s always a meeting demanding a Creative Director.
It means they’re constantly stacked and easily distracted.
So when they find a moment to look at your book they don’t have time to read pages of explanation.
Bogged down in paragraph after paragraph of brief, approach and research. Get rid of it.
When there is a need for a little background or a ‘how it works’ explanation, keep it as short and direct as possible.
Tip 7 // Pick a lane.
Creative or Strategist? Designer or Creator?
Often students and grads I speak to haven’t decided on exactly what role they want. Leaving their book a bit confused.
If you’re struggling to work it out then think about what it is that you love doing the most.
What would your perfect day be?
Is it creating ideas, filming, uncovering interesting facts, crafting…?
That will help you pin it down.
And when you’re off the fence you can really tailor your work to get the right job.
Tip 8 // No room for mistakes.
Every agency has multiple levels of approval before an ad goes out.
To avoid any chance of even the most minor error.
Your book’s much more important than that.
You wouldn’t believe how many have spelling mistakes, glitched images, broken links…
I remember looking through a portfolio once that was filthy, complete with a stray downstairs hair. I didn’t want to touch the pages to turn them.
Now things are mostly digital you probably won’t have that particular issue but for everything else check, check and check again.
Tip 9 // Make it interesting.
Ask yourself, ‘why are the Fast & Furious movies such a success?’.
Yes, obviously it’s because they star Vin Diesel.
But it’s also due to them grabbing your attention from beginning to end.
Not with non-stop action, there’s also dramatic, funny and heart-warming scenes (about family). Tempo changes that keep people engaged.
You should do the same with your book.
Keep surprising people with what’s next, every turn of the page is different and interesting.
And don’t forget to live life a quarter mile at a time.
Tip 10 // Not everyone talks sense.
Some people are idiots.
Some only give advice from their own point of view.
Some are stuck in the past.
Some are full of… themselves.
And some will give you really great help and advice.
It’s tough to know which is which.
So speak to as many people as possible. Then pool and average the opinions.
But also judge the people judging your work (including me).
If someone seems like a right jabroni don’t listen to them as much as someone who seems like they genuinely care and want to help.
