When adding spec work to beef up your portfolio, how do you choose which brand to work on?

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Pick a number between 1 and 17. Then one between 1 and 30. Then between 1 and 2. Then between 1 and 4. The first number is the grocery aisle you walk down, followed by how many steps to take into the aisle. Then, 1 is right, 2 is left. The last number is what shelf. You now have your creative brief. Good luck

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don't choose famous brands. they already have great advertising and design. so you're not judged on how good it is, you're judged on how it compares to everything else.

choose a boring product and make it cool.
canned vegetables.
a gym.
a backpack brand.
furniture store.

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Try doing a big brand that’s boring or stale. Some ideas:

GE. Dropbox. Cisco. The MTA. Sony. Mizunos. Kimberly Clark. Travel Omaha. Samsonite. Black + Decker. Polk Audio. The NYPD.

Clearly I’m just looking around my room naming things, but there’s tons out there.

Something you are passionate about.

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Something that isn’t already cool. If it’s spec, it should be a challenge.

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There are plenty of great products with underwhelming experiences out there.

Make them smart and beautiful but also logical and functional.

Make comps of your weakest skills if your shooting for a different position. Motion or web prototypes. Mobile, out of home, full integrated canpain? Whats missing. Make it.

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