Got a haircut today. Finally. Went to the local supercuts. As I sat down and waited in the barbers chair I looked at my floppy mane and at the sheet covering me with the logo in the mirror.
It took me a second to realize it but they print their logos backwards on these sheets so they will appear the right way when you look in the mirror. Nice little touch. Nerdy of me to notice.
Here is my first commercial. While I might never be a Redford or Pacino. I have something, that special drunk frat boy Bud Light thing.
Our first commercail. Thanks to Brittany Brown, Katie Fitz, and Amanda Burgan for getting Apple Juice up my noise, it was worth it.
Corona. I've concepted for you for two weeks and now I begin to art direct you. It is not easy.
I thought concepting was the tough part. It is, dont worry. But the art direction is just as hard. It requires just as much thought. Its not just pretty type and a pic and a logo in the bottom right. This is not being a graphic designer.
I thought my background would be more of a help, but I honestly only knew how to make things pretty, not relevant or well thought out.
Don't let any smart ass copywriter tell you its easy. Sorry copywriters, but we are special, don't worry you are too.
Hello Illustrator, hello photoshop, hello Adobe for the rest of my life.
Sure its a little late on the boat, but funny none the less. Wait till the end for the payoff.
Agency: De la Vega/ Ogilvy Puerto Rico Client: Smirnoff Ice
Agency: FCB Draft Kuala Lumpur Client: SC Johnson Bug Off
WHAM!!!!
I even see it coming. I leaned into it. Even braced for it, maybe even tried to run into it a little, and it still hurt like hell.
I saw people get chewed up before me. I told myself I wouldn't let it get me. I'd fight back argue, stand my ground, walk away with a moral victory. What I didn't realize is that its hard to walk away when you're knocked out.
I've never felt so bad about my work. So disappointed. Never felt the world flip like that in so little time. It felt like I was dead.
I got pats on the back as I sat down, face flushed and glowing, half anger half embarrassment.
"Good Job." "You stood your ground." "I like it, don't worry." They all seemed empty but helped the sting.
But it was over, and there was only one thing I knew. My work did suck. I fought the losing cause. But in all this there was of course a Fenske kernel of truth.
"My job is to make you feel bad, because that's the only way to get you to do better work."
Bullshit I said, still frustrated with defeat. But an hour later I realized it was true. I would never allow myself to do that work again, I wouldn't let him do that again.
I saw him in the hall after the class, he stopped said hi, made a sarcastic comment about my bad work, and smiled.
I told him "Thanks for rocking my world today." To which he replied "I didn't."
I don't know if that was a form of apology, or good job for standing behind your work, or a you better do better quick, but he's right, he didn't rock my world. I let him, but that will be the last I will let him. Lesson learned.
So for our business of advertising class we had to build a business pitch for 70,000 bucks with a quick turn around to help boost occupancy rates in Premium Suites. Not glamourous but my group turned out what I thought was a good solution. I won't go into that because our presentation went as well as a Millie Vanille reunion concert.
We got about 1:30 of a 15 minute presentation when Don Just threw us a curve ball that basically negated our entire premise, and then preceded to ask us if we had any other ideas. Let me tell you my partners did a great job trying to save face, but unfortunately this presentation was about trying to trip us up hard. I can still hear that Millie tape skipping in the background.
Basically the idea was that clients will have millions of ways to trip you up, never on purpose, but it definitely happens, and that we need to be prepared for anything. We had groups that were forced to shut off their Powerpoints half way through. Use people who knew nothing of the presentation, and client objections that would make any person scream "WHY THE FUCK DID YOU HIRE US TO FIX THIS THEN?"
But in honesty I enjoyed it, I dont think I will go into another presentation without printed creative, backup computers, and any of the other million problems that can come up. So good job Mr. Just. Mission Accomplished.
Next up make a replacement for BMW films. Nice, replace one of the most successful non traditional ad. Thanks.
Now most people would say that would be a good thing. I unfortunately do not. The next two weeks will be beer concentrated. No i have not decided to become an alcoholic. I have two separate projects regarding beer.
The first is a 30 second spot for Bud Light. Sure I said: "this will be awesome. They're so easy to make, just hit someone in the crotch, show some beer, and cut away!" Wrong. These are actually alot tougher than i thought. Since they've done everything already, its a war of "What haven't they done." Here's my favorite for comparison.
And on top of that, I've got Corona. Simple again right? Beach + Half naked woman = Corona Ad. It would be if I could do that. But I have to reinvent Corona. Thats very difficult considering that people always look at Corona as a vacation, beach beer.
Im learning slowly that advertising is finding the one chink in the armor that hasn't been found and attack it. Well I haven't found it yet but I will, hopefully.
I was getting worried for a second.
I thought that the first week was too easy for my own good. But now I'm happy to see I was wrong about that. On top of class, papers, shooting a McDonalds commercial, concepting for Barilla (God please bring me an idea), and writing song lyrics I will sing in front of everyone, there's the idea of a social life to remember.
I've been pretty good so far, making it out as often as I can but no one tells you about the real time killer here at VCU. The group meetings. They are constant and pop up all week at any time. I guess its a good way to get (force) you to work with as many people as possible, find a middle point on projects, and learn to work with different personalities, but meetings at 8pm on fridays? Come on.
I know I know. Its the real world, and damn it you're right. But is it so much to ask that I get once night a week for a few beers. This is advertising school, I have to keep my liver in shape for client lunches right??
Sigh.... you're right, I want to be here, and I bitch but in reality the work is tough but good, and the groups are necessary. I guess I'll have to wait on the social life until I retire.
Why does any word like program underline concepting as an incorrect word. SEE!! As i just wrote it here, it was underlined. No one knows the pain and joy of concepting, even blog software.
My first assignment has been for Barilla pasta. I've gone through enough pages of bad pages to get to my good ones. Well at least thats what I tell myself. I've avoided the obvious glamour pictures of pasta plates and happy families, in favor of a comedic angle. (I know the last line couldn't have been less funny but, I have no excuse, SHIT!!)
However, I realize that I work better in a tennis concepting session. Instead of taking ideas down on sketch books, I toss ideas back and forth with someone, however since that person is myself, they all sound great until I read them back to myself.
"Are you serious you thought that was a good idea?"
"Come on. That's terrible."
and
"Wow. That was like watching someone throw up in slow motion."
..are all common responses. Sure this is the most fun you can have with your clothes on but, to get there, you have to punch yourself in the head alot of times.
In days past lessons were handed from on high mountains or booming voices. Tonight they were handed from the people above. Of one year.
This day we were sponsored by the 2nd year students, more of an alcohol fueled frenzy than anything, but a tradition none the less. However afterwards I was lucky enough to be dragged along to their after party and second after party and got enough information to last a long time so I thought I would boil it down, simply:
1. The people you view to be "the best" most likely will not survive, for reasons only known to them.
2. The quicker you acknowledge you know nothing about advertising the better off you will be.
3. Teachers are the end of the line, but we are the answer. We have experience that they can never have as younger people.
4. Enjoy your time while it is here.
5. This is NOT a definite answer to a job, no matter the advertising about it. Learn to work well in as many aspects of the business as you can, learn to be a multi-talented employee, learn to kiss ass when necessary, and finally learn to be yourself and be willing to fight for it, and then, only then, will you be above everyone else, just barely.
59 weeks to go.
