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A distinct point of view. I don’t want to see 6-8 polished fake case studies of award-bait stunts. I want to see whip-smart headlines and meticulously thought-out art direction. I appreciate interesting side projects. I want to see what you think is cool, not what others tell you to put in your book.
Everything has to be conceptual. I want to know you can actually come up with a campaign based on a smart insight. I don’t care what form it comes in. Extra points for writers if you have some great headlines. Extra points for art directors if you have a beautifully designed site.
I'm looking mostly at conceptual chops and the potential for growth in craft. But asking in case others have interesting perspectives. TIA 🙏🏾
Conceptual ability in most of your work. Hunger/passion for this biz. An entrepreneurial spirit. And MOST importantly, potential. ...At your level, you’re probably not going to have the craft and ability that people with years of experience have. But if you have those four things in your book and interactions (like emails and messages) w me/others, I’d hire you on the spot.
.... if you show even the least bit of entitlement or cocky attitude in your book or communication with me and others in the recruiting process... you’re out.