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That was a lot to read. 🙃 So I’m just going to say this. Don’t look for a hybrid role but be a hybrid. Whatever you chose it’s always helpful to be good at copywriting and art direction. I helped my writer on a ton of things they were too busy for. And it helped us a lot. We got a lot more done. Choose what you want to do based on your excitement for it. What do you like more? Do you like writing... or do you like designing or coming up with the look and feel? It’s pretty simple.
Also in the real world partners are seen as one brain in the concepting stage. So for example it doesn’t matter who came up with the line or visual. You are a TEAM. After the idea is chosen it is both you and your partner’s responsibility to craft the idea together before the execution stage. And then you go your separate ways when necessary (when scripts need perfecting or visuals need to be finalized).
School is kind of bullshit. That’s not how it is in the real world. In the professional world people who are not team players are called out on their shit and eventually leave or get fired.
Once you’re a CD you need to be good at both. So you won’t regret going one way or another. You end up having to do both in the end.
Sorry for the long read haha, I had to get it all out there. Thank you for taking the time to read it and respond!
Designing for me feels like a ton of work at times and super time consuming, which is understandable. Writing just happens for me in every project, I like that i can do it almost anywhere, and it feels like it comes to me easier most of the time. Usually I’m so invested in the ideas and the concepts, then I feel spent when it’s time to put it all together.
I totally agree that real world partners should be one brain. I am 100% for the team and for the work that we put out as a team. I really just want the end product to be strong across the board. I’m all for “we”, I guess I just become envious at times of the work load and hours. It doesn’t help when some people view the concept or idea as a C/W job, I’ve heard this and gotten this impression from C/W’s, instructors, and CD’s.
Maybe I just need to be less involved or controlling and stay in my lane?
I’m glad to hear that people that aren’t team players get called out, everyone is aiming for a team win.
Maybe I’m doing too much and need to lean on my teammate for once? I feel like I’m always the person to jump in and help if it’s needed, but I don’t have anyone helping me if I need it.
As an A/D I usually focus on concepts more. You have to. It’s not just about making things look pretty. That’s a designer. You have to direct the visual look, feel etc from a consumer standpoint from the insight to the concept to the tag etc.
PM me. I’ve had the same struggles in my career and would be happy to give you a little guidance.
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Pick your battles OP. You're stepping into the territory of your team when it's in their job description to handle it, not you. It's great to be a hybrid but really showcase it when you're in a more senior position. Be the team player by accomplishing your part and respectfully handing the rest to your partner as the project was designed to be. Stay in your lane, there will be opportunities when you can shine but don't try to take on it all as you're tiring out yourself.
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No problem OP, it's an important to let things simmer for a bit and self-reflect. Any thoughts on maybe picking up some copywriting gigs outside of your main job? It'll allow you to exercise those skills (and make some extra money!).
Cont’d
In the beginning stages of an idea or campaign, I write a lot to get everything out. I write executional thoughts/ideas, lines, anything that comes to mind.
Most of the time what I’m sharing is given the thumbs up by teammates or instructors. Other times, it’s ignored by a writing teammate... which I’ve now noticed is because some writers feel like they need to conceive the idea (some writers have told me this). I understand ignoring the lines, but I’m just trying to help and possibly give them something to work with or be inspired from.
Then after working through all of that, I realize I’m only 50% done the work on my end. It can be totally exhausting and draining teaching the finish line.
When it’s all done, I’ve noticed instructors, peers, and CDs at agencies (that I’ve worked at) pretty much praising the copywriter for the idea, and then just telling me that it looks good.
I’ve been paired with strong writers and lazy writers. The strong writers usually hear me out on concepts and offer visual inspiration, which I love, but sometimes they tell people “my idea” when they talk about our project (an idea I’ve pitched to them). With the lazy writers, I end up doing all the ideation and half of the writing because they put stuff off till the last minute, and it makes me hate the role I’m in.
I just feel like I’m doing two jobs a lot of the time, and not being recognized for it, it’s draining.
Before covid, I wasn’t seeing many openings for Jr.AD roles, and now it’s impossible. My mentor at my internship said they noticed that the industry was changing to pair designers with writers, and that I should look into working at a production house.
Then at the end of the internship, my writing teammate was hired and paired with a designer (already working there) and I was left hanging. A designer friend of mine (at that same agency) said he felt like a lot of agencies see writers as the brains, and ADs/designers were just there to execute.
Now we’re in the thick of covid, job market is rough, and the talent pool is super saturated.
I’m taking a teams class remotely to add to my book while I’m looking for a job, and I’m currently doing all the heavy lifting on the campaign because of a partner that slacks off. Im doing ALL of the concepting and half of the writing, to find out that all of the lines I wrote were picked as favorites by our instructor. It’s frustrating because now I have to be glued to a screen and execute extensions, while my partner relaxes because we have more than enough lines to play with. And at the end of the project he’ll get credited for the idea and the lines, while people look at the project in my book and say “wow that looks nice”.
It’s a bummer, because I feel like the best case scenario for me right now is to find a partner that’s putting as much in that I am. If they know their way around adobe and can give me visual inspiration, that’d be something I’d treasure, till I’m phased out of the industry for being too old 😭.
Do I adjust my book and market as a hybrid?
Do I stay the course and accept the fact some agencies and teammates only want me to execute?
Do I find that teammate that’s a kindred spirit?
(If I do this, we’ll have to make work as a team to get picked up as a team. In school I worked with different partners to show the quality of work was consistent. So now I have a different writer on each project in my book. Is that an issue?)
Do I find more mentors that can offer guidance?
What now?
I know in the long run I’ll be well equipped for a managerial role, it’ll just be rough wondering if things would be different if I pursued another title.
I really need to get my foot back in the door, and I need to know which title is best for me because I’ll be doing it for a handful of years.