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Archive for January 2011

Don’t be a shintern.

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So last night we had the intern day here at work. They were supposed to be the new ‘creative’ interns but it was more a mixed bag of account mgmt, graphic designers and possible creatives. It was a weird, we had kids with their masters degrees, some that hadn’t even figured out what major they wanted to be studying, some super prepared and some that didn’t even bring a bra. In the interest of saving people from any embarrassment when it comes to intern applications or intern ‘trial days’, I’ve written a bunch of tips that I feel might be helpful for the future advertising creative. (Don’t ask me about account management, as far as I know you just have to look good in a suit, have a cheery phone disposition and be able to develop ‘rapport’.)

Ahem:

1. Come prepared. Please, to avoid the harrowing fate of us wondering what the hell you’re doing there, come prepared. Even if the agency you’re meeting up with has set the simplest of tasks, “Think of some cool ideas that you’ve seen advertised”, “What are your favorite ads/products/brands/mediums” or even “come up with a cool concept to sell Fanta”. Don’t scribble it on a napkin, don’t have notes written on your hand. Type it and print it out or get a nice looking exercise book and write your ideas down. When looking for an intern, you’re going to put the kid who opens up her moleskine and reads through her creative thoughts over the kid who closes his eyes and starts with, “soo uhhhh.. picture this ok, there’s this dog but he’s driving a car, right, and…”.

2. Moderate your output. This is a possible job interview, not a bro-down with your mates. I’m sure you’re a well respected member of your local community but if you casually drop the term ‘faggot’, call things ‘gay’ or allude to any sexist or racist agenda, we’re probably going to hold it against you. We’re creatives. Gays, women and minorities are 80% of our friendship circles. Even if you’re kidding, just treat it like a job interview and not a drunk game of scrabble and you should be fine.

3. You’re the junior’s junior. Leave your attitude at home. Our Creative Director was away during one of our intern application days and I was acting as CD. A whole bunch of kids came in and we were discussing a fake brief and throwing ideas around. One kid came up with a C+ idea but then refused to let it go. They kept putting everyone else’s ideas down and even disagreed with what I thought was a good direction for the brief (which I’d written up). Who the hell wants an intern like that? Someone that is far to precious with their ideas and hasn’t even learnt how to share. Be friendly, be positive, be accepting of everyone’s points of view and don’t, I repeat, don’t put the ideas of the people who will give you an internship down. They won’t think, “Man.. that kid showed some balls. Real class act, let’s hire him!” They’ll sit around after you leave and talk about how they should hire everyone but you and then take a picture of the happy new intern group and then send it to you with a virus attached.

4. Appropriate resumes are appropriate. I kid you not, one girls resume had a quarter page sized photo of her on the front with a good 83% of her boobs out. I’m not even exaggerating. I mean I don’t mind but you think the girls in the office are going to be down with that? Hell no. Resume’s are what we get first (then we check your Facebook, no lie) so create a solid written impression. Don’t use a cover-all “WhAt I HoPe To AcHiEvE WiTh My LiFe” statement. Make it tailored to the job. Make it individual, or we’ll throw you with the rest of the sheep.

5. Know what’s up. Think about it. Why would they hire someone young when they can get someone with more experience and maturity? It’s not because the think you’ll stick around and be the CEO in 30 years, they know you want to fly off to London/New York/Ipswich and chase your dreams there.It’s because you grew up with all this techy shit happening and you should be familiar with it. You should know clever app’s using geo-mapping, you should have some cool ideas using augmented reality, you should know how a big idea for a print ad can transfer across to a relevent iPad app. And if you don’t, then what good are you? There’s a 40-year-old out there that wont spend half the day on Facebook, will never come in on Friday morning smelling like a Jägerbombs asshole and that has the same creative/technological ineptitude as you. Get busy learning the new mediums, because they’re going to be the one’s that you create on.

Written by Michael Beveridge

January 31, 2011 at 7:56 am

AWARD school application.

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Done and dusted. Not entirely happy with my portfolio but I think that’s because it looks like a dead 3 year old did the art. I went with super simple concepts, hopefully the judges over at SapientNitro see this through the scrawl of ZOOM crayons. The brief itself was mega-broad, say this is comfy, that will make you strong, fill in the blank etc. It was so broad that, initially, that’s what got me off guard. Am I supposed to just make a print ad for these? Is that all you expect? Or am I supposed to blow you away with my totally integrated iPhone app that syncs with web banners through QR codes to load an augmented reality geo map thing on my wizzle wazzle? At first I thought, “fuck it, print ad’s will be sweet”. But then after chatting to other applicants, I figured that the best medium was the one that best represents your idea, so I chucked a print ad about the protein powder and a TVC LA-Z Boy. I wish I had time to photo copy my portfolio before I sent it off, I can’t even remember some of the copy. Anyway, time to de-stressand take a god-damn drawing lesson.

 

Written by Michael Beveridge

January 31, 2011 at 6:42 am

Posted in Uncategorized

love of the d’oh

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When I hear future creatives, young and old, talking about making money and pushing 7 figures and all that cheese, I wonder what they’re doing getting into copywriting or art direction. Talking about investing in property, percentage returns.. it just bums me out. I grew up in middle class family, started out poor but got comfy by the time i was 13. Never had the Ritz but always had food to eat, a good school to go to and backyard to play in. If my life was to be about accumulating currency then I would have got into real estate or finance or something soul destroying like that (I speak like advertising is the bastion of high moral ground) and made a bunch of $$$, bought a BMW, worn my shitty plastic leather loafers to Friday’s and shot myself in the dick whilst basking in the adoring stares those 3 18 year olds give off to you as you top up their flutes with Queen Adelaide Sparkling White.

JOKES LOL REAL ESTATE GUYZ U R OK!

But seriously. We’re here to create good shit. Not earn big shit. I’ll sleep on the skint smiles of a great project over the heartless high 5’s of a big commission. Creatives aren’t perfect (and we’re not poor) but i hope that we have loftier goals than waterfront views and 12 wank-laden cylinders.

Written by Michael Beveridge

January 18, 2011 at 3:21 am

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Things real people don’t say about advertising.

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Oh man.. this is great.

http://tpdsaa.tumblr.com/

Written by Michael Beveridge

January 16, 2011 at 4:32 am

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Do you do what you love? Or do you love what you do?

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Which comes first? Aren’t they the same? It seems a bit chicken/egg doesn’t it (and the chicken came first for fucks sake, who the hell thinks that an egg is just going to be chilling there egging out by itself?) . A lot of people talk about how working in creative is an amazing thing. Is that because they came from being an accountant/PR worker/bike messenger and know how boring life could be? Or did you start creating wild pieces of writing, start thinking of amazing ways to engage people through creative technology and keep up on this path until you just happened to get offered a job in creative media? Did you take a copywriting class and fall in love? Or did you just always love writing?

I fall into the ‘love what I do’ category. I studied theatre, arts, PR, literature and never found something that clicked. I came in 10 minutes late to Charles G Schaefer’s copywriting class (I think he works here now) at QUT and was instantly hit with the question, “Give me a funny reason why you’re late and I might not hate you for the rest of the semester”. I can’t remember what I said, but (from what I can gather) it was enough to not be hated. What joy. So I started focusing on copywriting, started looking for internships, made myself known and got an internship. I worked like a mad man at the internship, worked extra but not too much extra as to annoy the bosses and, after a year or so slogging away as a creative intern, was offered a job as a Jnr. Copywriter. So now I work with good and bad clients making boring messages and brand strategies seem exciting to the 18 to 35 year old market. Some times it sucks, sometimes it rules but all the while, I know it’s a fuck load better than making chicken supremo burgers at Nandos.

Written by Michael Beveridge

January 14, 2011 at 6:23 am

Posted in Uncategorized

BIZ-E

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I’ve been pretty busy back at work, really excited about some great concepts that are about to go off to client for (plzplzplz) approval. Hooking up production teams and locations at the moment, possibly a little presumptuous but I think we’re all so buzzed on the idea that we’re pretty much not going to take no for an answer (unless you’re reading this Mr. Client, we will bend to your whim and fancy). Hopefully will have upcoming behind the scenes shots and rundowns of processes of the shoot. This will also be my first cinema ad (spoiler: it’s a cinema ad).

Anyway, I’m going to chuck up any work I see that makes me actually chuck a lol, not just a sqtm (smile quietly to myself). Heres a spot for BBDO Argentina that is just spot on.

Written by Michael Beveridge

January 10, 2011 at 3:56 pm

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NO YEARS

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2011 has ticked over and, hopefully, it’s going to be a big year for me. For once, I’ve gotten fat and I finally understand what it’s like to make a new years resolution. I’ve made them before but usually it’s things like ‘Never stop kegging’, screamed into my friends face as we pour beers onto our heads. Cool guys. Anyway, things at the agency are hopefully going to be kicking into 3rd gear and I’m hoping that I’ll be getting more creative responsibility after getting a few decent client approvals while the boss was away.

Hopefully, we’ll also be seeing a new creative agency starting up around the corner that I’m heaps excited by. A really cool bunch of guys have an awesome opportunity to start creating some amazing stuff for the 18 to 30 market and hopefully I’ll be able to help them out.

What else.. I dunno. This year I discovered that I have tits so that’s really all I want to get rid of. I say that if you’re a male and you don’t have breasts, the world should pretty much work itself out.

Oh and did I mention that I decided to go to fucking Emerald for Christmas? Fantastic move. We decided to go up to a small town near Cairns for a family thing and it was pretty ok. That’s until I decided to take mum’s week old Mercedes 4wd out for some circle work in a paddock after a carton of VB. Apparently I lost the bumper somewhere along the way so 9am the next morning was a pretty trying time for me. I might add that this was in an enclosed army barracks over Christmas so no one else was around. I was never sure how they figured it out until I realised that my uncle was taking the family on helicopter rides around the area and my “absolutely piss poor” circle work was as obvious as a pube in soap. So my gift for Christmas was a $2000 bill for rippingg off the front bumper. And my other Uncle Frank pointed one of these at me after a bottle of rum. Fantastic holiday, would take again: 8.8/10

Written by Michael Beveridge

January 1, 2011 at 8:30 am

Posted in Uncategorized