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Simpler. I feel like good work doesn’t need too much setup. If I like the work and am curious, I’ll ask in the interview... but really, no more than a sentence or two if you absolutely think it needs it.
I just assume none of the work is actually yours and hire someone I’ve worked with before no matter how untalented.
it’s like a joke: no explanation needed.
(i do like setting up the challenge in a sentence, though.)
http://jeremycarson.com/advertising-is-a-joke?utm_source=fishbowl
The simpler — the better. An average CD spends less than seven minutes looking at any book. If you want them to spend half of that time trying to figure out a bizarre navigation, or reading a long description of how exactly you’ve come up with an insight for an outdoor, or reading a full list of credits under each project — that should be your conscious choice.
Doesn’t matter for me. If I’m looking at an ADs book I glance over what’s written. Their work should be strong enough to speak for it
Clean and simple. And include (real) results wherever possible.
How much of this advice applies to copy as well? A sentence or two per project?
Keep it short and sweet. A coupe sentences to explain the challenge, or the result. Whatever context helps me understand why this is an even better ad than it appears to be at first glance. Layout: don’t get tricky
Personally I dont love the "This was the problem, this was the solution" case study approach, but I get it. I totally agree with simpler the better--particularly because youre an AD.
(Make sure to have a writer you like take a look at your copy. An AD who writes something interesting or even clever about their work is a big bonus, whereas an AD with typos or poor writing "gets a pass," --but you dont wanna just get a pass.)
360 campaigns with multiple elements need a little explanation, but youd be surprised how just letting good work sit there will attract the attention you want.
👆Those are two sample approaches (DISCLAIMER: Not my work). The top being everything jumbled together (OOH, traditional, digital, social as one big image collage). The bottom is a paragraph and then a few image samples. Then maybe another paragraph for the social approach, then samples.
I am updating my book and am curious as to what the consensus is.