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I mean, your book is designed to show how you think. Why would it matter if the work you’re featuring in it ran or not? For award shows, yeah, don’t submit fake campaigns. That makes sense. But for your book? Include whatever gives the best impression of your skillset.
This is no different than people posting side hobbies like photography or artwork… agree with CD1… award submissions sure, make sure it’s real(ish…. You know who you are 😂) but for your book, post the thinking you’re most proud of.
Put it in your book. This is the kind of work I want to make
I can see that going either way. Part of me thinks that what really counts is what was functional and worked in the real world. By that thinking, if it didn't see the light of day then it shouldn't be shown. But, if it's something particularly inventive that shows your chops then include it. Reminds me of a Taylor Swift line, You know the greatest films of all time were never made.
It’s fine as long as you also have a good amount of produced work, which I’m sure you have.
Most of the work that actually runs is nowhere as good as what a client finally goes with, so by all means, show us your best... Some of the best creatives in the world, would have absolute garbage in their books if they only showed what really happened...
That would suggest inexperience to me.
I'm in the same boat as you - lots of work I think is worth showing, but no concrete "KPIs or awards results" associated with it. And lots of slick books out there, competition being so high. but i Agree with CD 1 - show what shows how you think/where you were in the process. We have to assume most folks in our industry who are worth talking to understand the nuances of how ideas either die or go into execution, and some of our best ones go to the cutting room floor due to all the other decision makers in the room/client. People want a story and context, not just pretty pictures - at least the smart ones do. you could even be a little cheeky with the spec work in your book by saying "this great idea never got produced, it could be yours!" Getting descriptive and interesting with case study titles and how you frame the spec work could be cool - for example "Project xyz: Lessons in TikToking" or "The One About the Dueling Art Directors" - so you elevate the worthiness of the spec work