i’m updating my book/portfolio and wanted to know if i can add in things that haven’t been produced by the client? i hear a lot of mixed opinions about this!

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Are you meaning spec work or killed work?

If your entire book is work clients said no to, that’s probably a red flag. And you’ll definitely hear from some CDs who say if you didn’t sell something, it doesn’t belong in your portfolio.

However, in my opinion, I want to see what you consider to be your best work and thinking. Not being able to sell something isn’t always the agency’s fault. Zillions of great ideas have never seen the light of day because clients (rationally or irrationally) said no. It’s hard to get work you love, or even like, produced. And when the client buys something, how often is it then reduced down to a banner campaign?

I have work that wasn’t produced in my portfolio, and the half-a-rule I have for myself when making that call is this: did the client like it? If it was a hard no, in all likelihood, I won’t use it. If it wasn’t approved but was well-liked, I can justify that in my mind.

A portfolio is an ad for yourself. You want it to represent your skill and sensibilities so that others know what you’re capable of. Especially when you’re younger. And if someone actually asks if a campaign was produced that wasn’t, don’t lie. Use that as a talking point. If you explain how you got there and why it wasn’t approved, that shows you have some battle scars. Which are valuable in their own right.

Fake work in books is cool by me. In award shows? That’s a different conversation.

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