Cutwater Interview

It's never too soon to start looking for a job, especially when jobs disappear like its 1931 again. So I contacted some people before I left Virgina and set up a meeting with two ex grads, Jay Lorenzini and Eric Boyd, from VCU who now work at Cutwater.

Cutwater was fromed as a satellite of TBWA and is now seperate and run by Chuck McBride. They currently (1/10/08), are AOR for Jeep, Lenscrafter and Ray-ban, along with doing some great projects for Levis and many other clients.

I took two of my current campaigns a nervous smile and tried it out. I was afraid I was going to get a bunch of people looking to rip young guys like me apart, exact some revenge. This was as far from the truth as possible. They were honest and dead on with my work and completely open for any questions and full of great advice on books. I spent over 40 minutes with them and really got a good feel for what VCU provided outside Richmond and what Cutwater was all about.

Cutwater is a fantastic place to work. They had just lost Levis to W+K recently and were still coming down from it. Lee Clow had flown in to look at their work to help glean and choose the best. The offices are very cool and surprisingly quiet, but it was obvious that they had massive amounts of talent.

I left high. I had exceeded my expectations for myself and Cutwater and left with great advice and contacts. I loved the work that they were doing and more importantly the people they had.

Tomorrow: Goodby Silverstein and Partners

Don't mind if I stretch out.

Its been a good month. Lots of relaxing, food and sleep, but productive as well. I've officially 100% appled myself with an iphone and nike+ so I'm expecting my apple tee any day now. Took some vacation time in Mexico and found out that Mexican emergency rooms are exactly as you picture them but with just as good care as anywhere else for quite a lot less.

In my little ad world its been moving as well. I've been shopping meeting people, showing my little book to anyone who will listen. Places like Cutwater and BSSP have been kind enough. The first thing I ask when I go is for honesty about the job situation and my book, and while harsh it has been good. It definiely feels like the most constructive criticism I've gotten in or outside of school.

As for the job market, the honesty is a little less hopeful. Basically its fucked, not regular way but six ways to sunday on a bike without a seat over speedbumps way. (I'll let you visually drink that in.) But the reality is: we're good, fuck it great at what we do, young and cheap. How can you beat that?

One person told me that great agencies look at recessions as golden opportunites. They can invest in young talent and drop the dead weight. Time to lose some weight before May.

I've stumbled along some great blogs I'd like to pass on as well in case you don't have enough:

Jelly Helm's Blog is fantastic and usually not ad related, it feels like a perverse view into his daily life. If you don't know him he was an ex-adcenter teacher and W+K demi-god.

Design Boom good design trumps all.

It starts again on monday, more as it happens.

Your title will follow you for life.

I am not an art director.

Well I guess I am here for all intensive purposes. But I'm not.

I can write, concept, body copy, and long copy along with drawing, color correction, layout, and design. I feel that a lot of talented art directors don't get the credit they deserve for their abilities beyond directing art.

I came here to be an art director. I don't think I want that anymore. I came here to be a dangerous quadruple edged sword. I assure you there is a sweet ninja blade that has this.

So I tried to think of a new title for this. I checked the interweb and was not shocked to find many art directors with the same complaint/concern. So I now have a blank line in my email signature waiting for the right word or words. Does anyone know a better word?

1/4 of the way there. Now the fun starts.

The last 15 weeks were some of the most challenging I have ever had. Mentally physically emotionally and every other lly you can think of. There were all nighters editing video, shooting commercials. There were countless hours spent in front of blank documents on my laptop. I've slept 18 of the last 24 hours, and my cough will not go away, but I sleep so well.

I've never been through anything like that. The feeling though is that if you can survive the first one you can make it through the rest. God i hope so.

Now I'm not complaining that it was too much, well maybe a little, but it was worth it. I have a lot of respect for the people in this program, we are not normal people to be able to put up with this.

I have nothing that will ever make it into my book, or anything that will see the light of day. Thats not a bad thing. The work will get better. I finally feel like an art director though. And I'm beginning to really like this.

The classes the first semester were amazing and tough. They each challenged you differently. And each mind fucked you as well. The teachers know exactly what you're going to do and when. The best days are the ones when you spin it back around on them and show them something they didn't know you could do.

Don Just's business of advertising class was the beast of the first semester. I was not prepared in any way for what he wanted. The clients we presented for were terrible boring and killed you creatively. But now that its done it is probably one of the more important ones.

Visual storytelling was the most difficult class for me. I had no idea that I would struggle so much with concepting a commercial. Im not even close to good yet but Im miles better than where I started. The teachers said that after this class you wouldn't watch movies the same again. They were right. Oh and Final Cut pro is amazing software.

Fenske's class was interesting. He is a fountain of advice, and stories, and sarcasm. We sat for hours dissecting poetry and listening to NPR pieces. Our work was random and didn't feel like it was helping anything. I don't know when the benefits of this class will come into play but I'll appreciate it later.

Visual Executions was my bread and butter art direction class. It was more graphic design than art direction for me. I've gotten much better with my adobe. My concepting is still weak but better. I have solid work that will never see the light of day. The good news is that it can only get better.

Overall that was the toughest Ive ever worked in my life.

I don't ever know if I'll fully drink the cool aid here, but I at least take a sip here and there.

The balancing act.

We all do it. We push classes to the bottom of the pile. That one is usually the one with the teacher who will unleash the least wrath. This changes weeks to week depending on the mood of the students and teachers, and is definitely frustrating.

Im an art director and spend my week looking through strategy, creative briefs and power point presentations. These usually have nothing to do with AD but in reality they are all important to my future. This place teaches you a little bit of everything so you can relate and communicate with everyone in an agency. Which is great.

The teachers all know this and fight back and forth over their classes and their importance for us. This place is definitely like a working agency. If there isn't an ego clash brewing on the surface its behind closed doors. Each of them are our creative directors with due dates. Its a matter of placating the one who won't bite my head off that week.

But sometimes it would be nice to do some art direction. You know that stuff I'm here to do?

Mid Semester Review

1/8 done. A few thoughts:

I can do this. Im not half bad, but not half good yet. This place changes your standards. It would be nice to talk to someone about something not advertising related. I haven't left Richmond city limits yet. There are some people that piss me off. There are some people that amaze me with their talent. I like Richmond. I won't live in Richmond after I'm done. The more time spent at Adcenter does not equal good work. Im getting better at Ping Pong. I am learning about time management. I can see what the teachers are trying to do, but am too stubborn to act. It only feels like I've been here a week, when its been more like 12. It would be nice to know some people outside of Adcenter. I can't imagine how I'd find these people with my schedule. Writing a blog is addicting, and intimidating, especially when you know your mom is reading. I don't know if this is the life for me, and thats the way I like it. I've become a harsher reviewer of work. I take criticism better. Im still a bit of an asshole, but working on it. Im tired and sick, but not even close enough to quit. I need some of mom's home cooking for Thanksgiving.

Ahhhh.... Week 7 begins.

I now know the definition of work.

I didnt work at all through undergraduate. Im not being modest. I did good work, I graduated with good grades. But that was not work. This is.

This week has been a nightmare. I've never had to work this hard and it's a scary feeling to work hard for the first time. I don't sleep well, eat well, exercise. I'm grumpy moody and frustrated at the same time. But the best part of it is that I'm starting to like it.

I spend 14 hours a day sometimes in those four walls down the road, and then come home and work some more. I wake up and read client packets on the way to school, and then repeat the process.

This process is insane. Its like mentally sprinting at all times. And for the first time ever I like it. I can see why adcenter students do well outside. We don't know how to stop or how not to finish a problem.

I now know the definition of work. Now all I need is to know how to make great work.

The Fenske Left Hook

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.

A few Pics from Virginia

This place is filled with great people, just a few pics of a few of them.

The beginnings of the end, of a social life.

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.

Concepting: Not a real word.

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.

Advice from above.

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.

Core Classes: Art Direction and Commercials

So on wednesday I came to my toughest day. 9am - 9pm. I was ready, well slept, fed and homeworked up. Wayne Gibson and Keith Witthaus awaited me with visual story telling and my core class of art direction.

Wayne is definitely no nonsense. Here's my qualifications, where I've been and why I'm here. Go present, let me tear it apart, tell you why and let you go. I liked the fact he said that it was his job to get me a good portfolio as that is how im going to get a job in 2 years. After ripping my summer assignment apart (along with everyone elses) with the lesson of: you can't turn shit into diamonds, we were off with our first assignment: Barilla Pasta. Thank god I lived in Italy a while so I can at least attempt an italian angle that will not be good enough. Ciao!

Visual storytelling was much the same, heres our qualifications, here's what were going to teach you. Get ready see you next week. I love the idea of a crash course in film advertising, the more skills we have the better prepared we are going to be.

Im a little worried. I've been on full alert waiting for a shitstorm of work to hit me, and it has definitely been manageable so far. I am exhausted from being on full guard, however I dont want to let it down too much and have a bad day in front of the wrong class.

But overall that was a good first week. Im excited. Lots of concepting ahead, and lots of fantastic work ahead to be ripped apart, spit out and redone.

One down. 59 to go.

Oh and its official. I can't get my money back from VCU anymore. Im in for good.

Fenske: A lifetime of ad lessons in 3 hours, plus Van Halen.

So in the first day with the Mark Fenske, I learned everything I needed to know about advertising, however I couldn't write that fast, so I guess I'll listen closely next time.

Everyone was nervous about this one. He came in like the most polite celebrity you've ever met. Intimidating and completely at ease in his surroundings he started. However after the first half hour it was clear it would not be as bad as I thought, again.

He is definitely the real deal in advertising, he told us stories that not many have heard. I know know where the tagline "Just do it." comes from. If you don't google Gary Gilmore. I'm not kidding. I won't give it away but trust me, thats where it comes from.

But everyone knows that he is advertising in alot of circles. What I came away from it was that he is probably a great person to sit and listen to about his stories, sans advertising. He just seems like the kind of guy who is always smack in the middle of stories. And I guess knowing Van Halen helps when you're telling "I should have been there stories."

His style seems to be: Simple and "Where's the news?" Or more simply what has the ten seconds you've taken to talk given me? A little harsh but true in the industry, and if you can get by that you're there, except talent, experience, computer skills, concepting, story-boarding, and networking skills.

Shit.

I guess I've got bigger things to worry about until next Fenske class.

Business of Advertising: The genocide of eggs.

First Class. Don Just. The room was silent on his entry. It was evident that we were promptly informed of his reputation as a man who taught tough love. His three piece suit, career resume, and attitude towards a room full of fresh-faced students kept the silence strong.

"Some of you will die trying to get into this industry. Some will die trying to get old in this industry." Point taken.

The syllabus and tone was crisp and efficient.

"There is no whining in advertising. Get ready." He said as he prepared his first lecture.

This is serious. This was nothing like undergrad, full of half listened lectures, late entries into rooms, and freebie first weeks to "get up to speed." According to Just, this would be the most important class we would take this year. Coming from a man with his list of accomplishments, I couldn't imagine to disagree.

However, after a little stare-down between the class and himself, the guns were lowered, the corral safe once more, the real lessons began, and our first lesson to Business of Advertising: The Infamous Egg Drop. Yes, the same one we did in 3rd grade. However the idea is to place people into large groups to teach us that egos need to be last in our worries, working efficiently together is the first lesson to this industry.

7 people, 2 egss, a couple of rubber bands, and a brown bag later, our group's egg was through. However the lesson was learned. This is serious business. But you can't make an omelet unless you break a few eggs.

Tomorrow Fenske.

Orientation: One day down the rest to go.

Orientation came and went. First off I was very glad I showed up early and got to know people first. I didn't have to do as many awkward "hellos" and "where are you froms?" than I did many years ago back in California undergrad.

First off Rick Boyko is definitely the real deal. He takes the Adcenter seriously and you can tell by the way he talks to us. He doesn't see us as students, I felt he saw us as professionals who need a kick in the ass. He looks as the Adcenter as the center of the future of advertising and we are the agents of change. All we're missing is the black outfits, crew cuts, and mac electric cow prods.

Fenske on the other hand, well lets just say the words "fuck," "go to," "you," and "hell" were used to describe 50 percent of the class, but at least he didn't punch anyone right?

My immediate first impressions afterward consist of one thing. We all asked questions. Stupid ones. Repetitive ones. Funny ones. About important topics and ones that would never touch our lives.

Its also intimidating to sit with all these people. Their stories are amazing and diverse. We have students who already have multiple Masters, Law degrees, divorced, kids, and even people with kids starting masters programs themselves. People are from everywhere, and our class is split down the middle on the M/F (a first for me).

The teachers are obviously talented. They all sat there with 400 pairs of eyes drilling into their heads waiting for any piece of brilliant advice to come pouring out, and sat with the patience of veteran soldiers in front of the next round of fresh recruits.

Im still in shock. It will be fun. more to come.

Adcenter's Admission Policy: A Review

I was worried about Adcenter from the first. I had no belief that I was going to be able to be an art director. My vision of an art director was a slightly chubby man with long greying hair, horn-rimmed square glasses, sleeve length tattoos, listening to music from an artist that would never be considered "mainstream," while pounding red bulls, standing on his office chair screaming "CREATIVITY IS DEAD!!!"

Yes. I had no idea who art directors were, or what they were like. I was worried I would get to Virginia in a sea of people who would be infinitely more "cool" and "vouge" than I ever wanted to be. Perception is not reality.

Adcenter students are one thing if any: In total shock they got in.

Everyone is still amazed they are here. No one has yet said to me that they we're destined to be in advertising, or that they knew from day one they were going to be creatives. They are normal adjusted people (so far) with wide eyes and even larger dreams of doing a job that avoids 3-piece suits, demands creativity, and revolves around enjoying what you do.

Everyone has traveled or lived abroad. Most have great stories of sites seen or foreign meals consumed in places most Americans don't know exist. Some even speak a language or 6. Some play more instruments then I knew existed. Some come from the four corners. Some come from ten miles down route 64. Some paint. Some doodle. Some have problems writing their own name. Some have no idea who Fenske is. Some have never eaten a hush-puppy (guilty as charged).

But with all the differences and variety there are constants.

We all love advertising (so far). Most of us are hesitant to openly talk or it. I feel the fear of blank stares from friends who spent their lives avoiding advertising created hesitation in crowds to admit their new-found nerdism. However inevitably we all let our love slip and the rest just flows.

We are all social beings. There is the usual hesitation, politeness, coy behavior, but these are only the product of years of social training. Usually a beer or two fixes the mistakes or social politeness in favor of stories of spring breaks past, great you-tube clips, embarrassing nicknames, stupid human tricks, all told with such ease you find in good people. No one is recluse or a potential shut-in waiting for inclusion into the group. We make our spots.

Of course this is all easy to say only one week here, and with no vision into anyones abilities in an actual school setting, but you can see quickly that Adcenter picks people very selectively. Narrow minded people don't make good creatives. Inspiration comes from experience. I had no idea what Adcenter was looking for, but I have a good feeling that they do, and I for one am glad to be part of it.

Packing to move 3000 Miles and what it has taught me.

1. Is it sad or good that I can put my whole life into 6 boxes?

2. Alot of crap doesn't always equal a nice room.

3. If it came down to taking only two things they would be computer and pictures.

3a. And clothes if I got one more thing. The whole Adam look doesn't flatter in public.

4. I'm happy to leave behind things I've carried for 25 years.

5. I'm sad to leave behind things I've carried for 25 years.

6. Moving is STRESSFUL. I'm drained in every way possible.

7. I will have to do it again (TWICE) in the next two years.

8. Everyone moves, not everyone gets to go somewhere great. Here I come Richmond.

Taking my bike apart and what it taught me.

1. I couldn't never work in a bike shop, I've thrown my back out twice crawling and bending to reach little pieces.

2. Bikes weren't meant to be taken apart, seriously, they are put together well.

3. Finding a bike box is next to impossible, they're apparently valuable.

4. Im doing all this for a bike that isn't worth more than 150.

5. I have to put it back together again in 2 weeks.

6. What the hell is a crank wrench and why do I need it to remove pedals?

Columbus had it easy, he got to come back afterwards

6:27 am.

Not the best time to wake up on a saturday morning after too many beers from a bar shaped like a overturned pirate ship.

But none the less im up.

I pulled back the curtain on my one window to the view of a San Francisco summer morning:


We locals like to call it tourist weather, because only tourists are stupid enough to wear shorts in the summer in San francisco. Mark Twain should have opened a sweater shop here, and wrote on the side. But I digress.

I love it here.
I have great friends here.
I grew up here.
My life is here.

The last year has been the best of my young life. I have everything i need, and want. And that's why i'm leaving.

As a Bowen I know that deep within my genes lies the wander chromosome. The feeling that when everything is right, it's time to go, and start over. To repress every feeling of security and stability in favor of a change in landscape, and new surroundings. So east i go.

I know not a soul, street, or sky in Richmond, but i go none the less.

I am scared though. Not about going back to school or meeting new people, or trying to remember how you are supposed to be a student. Im scared that I wont be back.

Ancient explorers set out for the glory of God and King, I hope i'm leaving for the right reasons.

At least Columbus got to come home.