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Is a writer supposed to art direct? There are specialties for a reason. If an AD can write that’s awesome but if he/she can’t it doesn’t make them a fraud. It makes them an art director. Now comping is another story.
See, Freelance 1 has it figured out: you walk in, pitch some pie in the sky bs everyone knows they would never do (even if they had the budget). but the client is just so enamored by your use of cool advertising jargon, plus you dressed exactly how they always fantasized an advertising guru to dress - (your sport coat says “business,” but your Warby’s and Vans tell a different story. “We’re intrigued. Tell us more.” “Expect high ROI, and maybe some awards? We love it!” Some glad handing, grab your giant pay check and off to the next show! Next week, the client will call and ask annoying things like, “so what will it look like and how much will it cost?” Then they’ll offer some suggestions: “how about instead of the amazing thing the whole idea rests on, we do this other lame thing that looks like all the other shit we’ve ever done.” But don’t you worry, that’s some other naive creatives problem to figure out. Besides, you’ve just been promoted again!
This is why my dayrate is one of the highest in the agency. Gifs? And all these kids complain wages are low. If all you do is find gifs you deserve shit pay
The opposite is also true. I have a copywriter that can concept but is awful at writing. He cannot write a good script or a nice and smart headline.
Thankfully, this is temporary.
What...do they do then?
This, this, THIS a billion GDMF times over.
“Comping is too hard these days”
“I’m tired of trynna stay current with Adobe creative suite”
It’s a potential recipe for disaster in an increasingly visual world. Potentially.
ACD2, ACD 3 if you need a designer to do your comping, and can’t/shouldn’t be expected to write a basic idea, what are you being paid for? Your artsy opinion and thoughts on lensing? Pass
Then don’t call yourself “art” director. Maybe idea director, thoughts director, professional conceptator, cd... idk... seems really odd to call someone who has no art/design skills an ART director. A good ART director should be able to do both. It’s just as stupid as the idea of a copywriter who doesn’t write or an architect that doesn’t know how to make models
We should demand creatives have a craft that they master FIRST. You can not concept effectively if you don’t know what is feasible or how things are made. If you don’t spend time in yr early days developing a craft you are a scammer trying to take shortcuts and your Design/UX/Production/Tech team will hate you. No excuses. No exceptions. Even if your Scandinavian.
You should do anything and everything to sell your idea. I’m a writer. That sometimes means doing my own comps if my AD is under water. Of course they’re internal / only placeholder, but after years of experience, they’re more than serviceable and advance the idea. And my AD - who is exceptional - appreciates the help. Just as I love it when he comes up w/ a killer line. There’s not enough roll-up-your-sleeves blue-collar work ethic in this business. And these boundaries we cling to? Super archaic. Boundaries are what creativity is suppose surpass.
Who comps anymore? Long gone are the days of having a fully articulated Facebook app in your deck.
Just grab swipe and gifs and toss them into your google slides doc.
@FL1 not triggered, just a small team. We've got me, an art director and we just got a copywriter under me, very exciting. If my AD doesn't comp, then there are no comps
FL 1 definitely uses “triggered” in his act. “he really gets today’s young people, and they’re who we need to appeal to."
If my art director isn't making comps, no one is going to make the comps
FL1 you should drop your rate down to 1k where it belongs. They’re onto you, I guarantee
What he said ☝️
Being as creative and helpful and down for whatever as possible is the key to making lots of great work.
What are people comping these days? Banners?
ACD3, yes, I remember 2007. That’s when the first iPhone came out and all the traditional agencies started to realize that digital wasn’t just a fad
Huh? I bill $1600 a day. I sell ideas, not comps.
There’s different kinds of creatives in this world. There are ones that can articulate their ideas through conversation, and then there are people who need to point to a photoshopped image.
Different kinds of selling, that’s what we do.
Your logic: If you need to come a burger into a supermodels hand to sell a Carl’s Jr. spot, you deserve shit pay.
Learn to sell big boy.
All I’m saying is, even if they did have stellar concepts (which they didn’t, they legit just made banners all day and PowerPoint presentation layouts) how the hell are you going to sell through if you can’t even show a rough of what you’re thinking? Charisma? These dudes wish they had it. So what happens is you get some poser who watched helvetica the movie once now in charge of people he doesn’t know how to direct. It’s just... confusing? Glad I left.
Hey W+K ask pedro izique about concepting and designing. He is awesome at both. So as all good art directors should be.