ONE & TWO WORKSHOP
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
ONE A glimpse into adverNsing
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
AdverNsing ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
AdverNsing Adver&sing is a form of communicaNon intended to persuade an audience (viewers, readers or listeners) to take some acNon, usually to purchase or consume a product or service. It is totally driven and focused on the client and the client's markeNng or adverNsing need for a brand or product. It crosses mulNple plaUorms from broadcast, print, billboard and online.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Most people in adverNsing fall into five departments:
Account Services CreaNves ProducNon Media
Other Services (Researchers, traffic &interns )
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Account Services
ProducNon
Media
Liaise with clients and maintain their relaNonship.
This team moves the ideas from the creaNve concept into reality. Some of the larger adverNsers may have these services in house, but the majority of agencies will need to have good contacts with producNon companies and faciliNes houses.
The media planners work with the different elements of the media that adverNsing crosses. This department organizes where the campaign will be seen to create the maximum effect.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
CreaNves Generate the ideas and concepts for a campaign. This may be for one plaUorm or across mulNple plaUorms.
• CreaNve Director • Art Director • Copywriter
Concept Team
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Art Director ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Art Director Art directors design visual concepts for eye‐catching adverNsing campaigns.
As an art director, you would work as a team with a copywriter, who provides words to go with your visual images.
Each project would begin with a briefing about the client, the product, the target audience and the adverNsing message to be put across.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Art Director ‐ Your work would involve: • Producing storyboards (for TV commercials) or sketches of your ideas
• PresenNng the ideas to the agency’s creaNve director and account team
• Helping to present ideas to the client • Making any changes that the client asks for
Work ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Art Director ‐ Your work would involve: • Gecng graphic designers, arNsts, photographers or film companies to
produce the artwork or TV ads
• Choosing studios or locaNons and adending photo or film shoots
• Making sure that budgets and deadlines are met
• Overseeing the final ediNng of the finished adverNsements
Work ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Art Director ‐ Skills and knowledge you will need? • CreaNvity and imaginaNon
• Good art and design skills, including an understanding of photography and prinNng
• Excellent communicaNon and team‐working skills
• Good computer skills (Photoshop, Illustrator, InDesign, Flash)
Skills ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Art Director ‐ Skills and knowledge you will need? • A good eye for detail • The ability to work under pressure and to strict deadlines • Resilience and the ability to cope with criNcism of your work
• Good business sense and awareness of budgets.
Skills ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Idea ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Idea f”…An Idea. A single idea from the human mind can build ciNes. An idea can transform the world and rewrite all the rules.
‐IncepNon (2010)
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Idea – Be clear then be clever. “If you can't explain it simply, you don't understand it well enough.”
‐Albert Einstein
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Idea ‐ Generate it fast, generate a lot! • Sketch out your ideas • WriNng everything down (take down notes, Nssue ideas & mind mapping)
• Brainstorming
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
TWO Things you need to do NOW to get into adverNsing
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
yourself. The greatest product you will ever adverNse is
“Your vision of where or who you want to be is the greatest asset you have.” ‐Paul Arden
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
great work “Just
and a
great actude at work…”
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
“Just great work and a great actude at work…”
• Communicate
• Learn • Prepare • Love
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Communicate ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Communicate
Listen first, then act.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Communicate
Express yourself effecNvely. • Learn and pracNce English. • Correct spelling and grammar.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Communicate
Be a storyteller. • Words and pictures.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Communicate
Make good contacts. • Meet people (adend workshops, conferences, talks, etc.)
• Remember their names. ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Learn ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Learn Always be hungry to learn. Make learning a habit and learn constantly.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Learn
Build a strong foundaNon. Layout Color Typography Elements of design
Principles of Design
Gestalt principles
Color theory
Whatever the tool (tradi;onal or computer aided) if you have a good founda;on you will always create great work.
Legibility
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Learn
Know the company and industry you are applying to. Because companies hate when you apply and know nothing about them or the work they are doing and how they do it.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Learn
Live curious. Ask quesNons! “It is beder to ask ques;ons and look stupid, Than not ask quesNons and be stupid.”
‐My Dad
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Prepare ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Prepare You can’t afford to be shy. You can’t afford to be afraid. The only way to be eliminate fear is to be prepared.
Story ‐ “Too long, too much for so lidle…”
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Prepare Be professional – NOW! • Cransmanship
• AdenNon to detail
Art directors and copywriters should strive to make their work as perfect as they can (art directors ‐ in par;cular, with the visuals, and copywriters ‐ in par;cular, with copy)
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Prepare Start freelancing! Start honing your skills by doing freelance work.
This will help you learn, play, experiment and have fun.
Marlin Stramel’s Lost Ages June 2007
Sold for $150
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Prepare Show what you can offer the agency.
Create a kick‐ass porUolio 1. Can you think?
2. Are you creaNve?
3. Is your work well craned?
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Love ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Love
Love yourself. Give yourself enough credit and believe in yourself.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
REACH FOR THE STARS
If this is your level of ambiNon,
try aiming higher.
“Talent helps, but it won’t take you as far as ambiNon.” ‐Paul Arden
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Love
Love your work. The best piece of advice I got when starNng in adverNsing was…
“AdverNsing is not glamorous.”
• 15 minute ideas • End of day deadlines • Same day revisions • Overnight ediNng • Tight producNons • Pitch • CommPlans
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Love
Love life. Be inspired by living a good live. Be inspired by the person you love the most, by your family, by your friends, by everything you see around you, by what you hear, by what you feel…by being alive.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Beaux Flamiano Art Director McCann Worldgroup
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Thank You ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010
Resources
"It's Not How Good You Are, It's How Good You Want To Be." by Paul Arden
"Whatever You Think, Think The Opposite." by Paul Arden
"Adver=sing Art Director” ‐ hdp://careersadvice.direct.gov.uk
"Defining the Adver=sing Sector” ‐ hdp://www.skillset.org/adverNsing/industry/
the99percent.com
www.dandad.org
Wisdom from:
Raul Castro ‐ Chief Crea;ve Officer, McCann Worldgroup
Greg MarNn III ‐ Crea;ve Director, McCann Worldgroup
Ronald Marcelo ‐ Associate Crea;ve Director, McCann Worldgroup
Images from Gedy Images, Corbis and Google
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010