The objective of our class is simple: to help you create a portfolio that will get the attention of the Creative Directors you’d most like to work for.
The following are ads created by some of our current students and ex-students at SVA. When we give an assignment, lets say Coffee Mate, we don’t want you to pretend the product is something it isn’t. Why can’t people appreciate a fake dairy product for what it is — something that makes plain black coffee more enjoyable when there’s no alternative? A few people might choose Coffee Mate over real milk products, but we’ve never met one. Consumers can recognize insincere, overstated, self-aggrandizing, or patently false advertising, and they hate the people who are responsible for it. So do good Creative Directors.
Selections from Emily Smeraldo’s SVA portfolio:
Craig Ferguson’s class work in CMYK 54:
Selections from Ben Cascella’s SVA portfolio:
Selections from Michael Kozlowski’s SVA portfolio:
2011 Top Gun Award finalist by Guilet Libby & Shuichi Narita:
Selections from Guilet Libby’s Junior portfolio:
Selections from Shuichi Narita’s Junior portfolio:
Selections from Sergio Ferman’s SVA portfolio:
From the Junior portfolio of Jonathan Ong
Selections from Bjorn Ramberg’s SVA portfolio:
Selections from Annick Thomas’s SVA portfolio:
From the portfolio of Kevin Cheung
We think these students are wonderful creative thinkers. But, not to play favorites, we’ve had a remarkable number of talented people go through our classes, over the years, who have done work we’re proud of from their first portfolio and on. Many of them have gone on to win armloads of awards and become Creative Directors in their own right. We’ve chosen a sample from recent students, and we apologize to anyone we’ve left out. If any of you would like to be represented here, just dust off your old junior book and send us copies. We’d love to have them.
A few years ago, Laurie Brandalise and Marc Deschenes put together this list of “Portfolio Dont’s for Juniors”. It’s an excellent check list.
Books: We don’t have any required textbooks, but there are a few books of and about advertising we love.
The One Show Annual, The CAMagazine Advertising Annual and Interactive Annual, The Art Directors Club Annual, D&AD.
"The Creative Companion" by David Fowler. It’s only available as a Kindle download on Amazon.com, but it’s really worth it. You can download a Kindle App for free and use it on your mobile device, even iPhones and iPads: (http://www.amazon.com/The-Creative-Companion-ebook/dp/B009ITQVFW/ref=sr_1_1?i…)
"Hey, Whipple, Squeeze This": A Guide to Creating Great Ads by Luke Sullivan, and his blog, which is great:
"The Advertising Concept Book" by Pete Barry and Steve Montgomery. (advertisingconceptbook.com)
"When Advertising Tried Harder" by Lawrence Dobrow. We’ll add more to the list. SVA has a great library. You can browse for days.
Dave Trott’s Blog: Dave was creative director and writer at several great British ad agencies. He has a lot of good things to say about the business and about how to keep your head on straight. (http://davetrott.campaignlive.co.uk)
Aaron Koblin: Aaron is a digital media artist and innovator in data visualization. He’s CD at the Data Arts Team at Google. (aaronkoblin.com)
BannerBlog: Wired Magazine recently pointed out that the reading of banners online has gone way down. They couldn’t explain it. We can: most of them are boring. This website has samples of banners, including some really good, really successful ones. (www.bannerblog.com) Look for ones like BK:Whopper Sacrifice, Barnardos and Leg Cross.
Cannes Lions: Start anywhere. But here are a few suggestions: Volkswagen Beetle Campaign from a few years ago: (www.canneslions.com/inspiration/past_grands_prix_advert.cfm?sub_channel_id=48&media_id=112) Volvo Safety Pin: (www.canneslions.com/inspiration/past_grands_prix_advert.cfm?sub_channel_id=58) Oslo Piercing Studio Campaign: (www.canneslions.com/inspiration/past_grands_prix_advert.cfm?sub_channel_id=60) or an all-time favorite, Maxell’s Mondegreen campaign: (www.canneslions.com/inspiration/past_grands_prix_advert.cfm?sub_channel_id=102)
These days, people are collecting good advertising everywhere. Here’s one person’s interesting, if somewhat random, collection on Pinterest: http://pinterest.com/danabrahams/great-ads/
The article below is copied from Communication Arts Magazine, 1963 (reprinted in 1980). It’s facetiously entitled “Nine Ways to Improve an Ad”. But it’s a study in how to create a bad ad, with the insincerity and disregard for ideas that was rampant in the 1950’s. Unfortunately, some clients and a few (un)creative people still believe this is the way ads should be made. It’s instructive to see how Riney and Manley (two brilliant advertising people) take one of the best, most famous ads ever and completely ruin it, step by step:
We’ll continue adding more things to read or view to the blog.
Cheers, Rich & Paul
Links to our advertising websites: