SVA CE Advertising - Building a Portfoio
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This document summarizes John Rea's class on building a big idea portfolio for getting a job in creative fields. The class meets on Tuesday evenings and focuses on brainstorming strategies, critiquing work, and teaching techniques like visual puns and metaphors. Students will develop a diverse portfolio reflecting what recruiters look for, including an understanding of integrated thinking across media. The goal is for students to learn how to get people's attention through big ideas using various marketing channels and stand out from other candidates. Examples of previous student work are also included.
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SVA CE Advertising - Building a Portfoio
- 1. John Rea: Build a Big Idea Portfolio: It’s What You Need to Get a Job Today Tuesday Evenings 6pm-9:30pm
- 2. John Rea: Creative Director Advertising: Euro RSCG Worldwide McCann Erickson Wells Rich Greene BDDP J. Walter Thompson Design: The Image Factory Rolling Stone Magazine
- 3. John Rea: website: johnreanyc.com email: john@johnreanyc.com twitter: johnrea1
- 4. How does this class work? • a weekly critique class • brainstorming on strategy • writer/designer partnering (optional) • computer skills are not manditory ...it's a concept/workshop class with take-home assignments each week.
- 5. What techniques do I teach? The Ten Disciplines that Stimulate Visual Thinking: 1. Visual Puns 2. Metaphors 3. Metamorphosis 4. Substitution 5. Texture 6. Patterns 7. Composition: Visual Heirarchy 8. Symmetry & Balance 9. Typography 10. Interaction and Alternative Media (This proprietary lesson is covered in the first class.)
- 6. What's in it for you? Develop a diverse portfolio that reflects what creative recruiters are looking for in a portfolio today. ( and what are creative recruiters looking for in a portfolio...? )
- 7. What's in it for you? Develop a diverse portfolio that reflects what creative recruiters are looking for in a portfolio. An understanding of large-scale conceptual thinking across all media. A portfolio that screams... “ I get integrated thinking!”
- 8. What's integrated thinking? Communicating an idea that uses all media synergistically. Ambient, Digital, Gorilla, Mobile, Traditional, Social, Viral...
- 9. What's the philosophy of this class? A powerful idea today is not always about a cool visual or clever headline. It's about getting people's attention. ( and what are the ways to capture people's attention...? )
- 10. Ways of getting people's attention: Web: Outdoor: Other: iPhone Apps Skywriting, Blimps Event Sponsorship Internet Blogs, Podcasts, Billboards Taste Tests Banner Ads, Pre-Roll Video Mobil Billboards Radio Social Networking Sites Digital Outdoor Billboards Free Trial Offer E-mail newsletter Kiosks, Bumper Stickers Cinema Ads Frequent Shopper Program Bus Shelters, Bus Wraps Product Placement/Cinema E-mail Coupons Automobile Wraps Product Demonstrations Microsites Sandwichmen News Stories Viral Videos Window Displays Product Samples Online Review Sites Showrooms Word of Mouth Manufacturer’s Website Elevator Advertising Television YouTube, Mobile Handset ATM Advertising Special Event Promotions Augmented Reality Exhibitions Bumper Stickers Captcha (Security Codes) Airbridges at Airports Urban Panels Moving Walkways PR Print: Escalators Tee Shirts Newsletter, FSI's Coasters Hats Cash Register Coupon Change Mats Keychains Product Samples In-Store Displays Ambient Magazines Health Club Equipment Gorilla Nat'l & Local Newspaper Shopping Bags Circulars, Stuffers Dry Cleaning Covers Sales Letters Bathroom Stalls Catalogues Inwindow Outdoor
- 19. John Rea: Build a Big Idea Portfolio: It’s What You Need to Get a Job Today Tuesday Evenings 6pm-9:30pm Thanks for watching.