SVA CE Advertising Course
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Course - Build a Big Idea Portfolio: It's What You Need to Get a Job Today (ADC-3936-A)

Course - Build a Big Idea Portfolio: It's What You Need to Get a Job Today (ADC-3936-A)
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Instructor: John Rea

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SVA CE Advertising Course Presentation Transcript

  • 1. John Rea:Build a Big Idea Portfolio:It’s What You Need to Get a Job TodayTuesday Evenings6pm-9:30pm
  • 2. John Rea: Creative DirectorAdvertising:Euro RSCG WorldwideMcCann EricksonWells Rich Greene BDDPJ. Walter ThompsonDesign:The Image FactoryRolling Stone Magazine
  • 3. John Rea:website: johnreanyc.comemail: john@johnreanyc.comtwitter: johnrea1
  • 4. How does this class work?• a weekly critique class• brainstorming on strategy• writer/designer partnering (optional)• computer skills are not manditory...its 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. Typography10. Interaction and Alternative Media(This proprietary lesson is covered in the first class.)
  • 6. Whats in it for you?Develop a diverse portfolio thatreflects what creative recruiters arelooking for in a portfolio today.( and what are creative recruiters looking for in a portfolio...? )
  • 7. Whats 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. Whats integrated thinking?Communicating an idea that usesall media synergistically.Ambient, Digital, Gorilla, Mobile,Traditional, Social, Viral...
  • 9. Whats the philosophyof this class?A powerful idea today is not alwaysabout a cool visual or clever headline.Its about getting peoples attention.( and what are the ways to capture peoples attention...? )
  • 10. Ways of getting peoples attention:Web: Outdoor: Other:iPhone Apps Skywriting, Blimps Event SponsorshipInternet Blogs, Podcasts, Billboards Taste TestsBanner Ads, Pre-Roll Video Mobil Billboards RadioSocial Networking Sites Digital Outdoor Billboards Free Trial OfferE-mail newsletter Kiosks, Bumper Stickers Cinema AdsFrequent Shopper Program Bus Shelters, Bus Wraps Product Placement/CinemaE-mail Coupons Automobile Wraps Product DemonstrationsMicrosites Sandwichmen News StoriesViral Videos Window Displays Product SamplesOnline Review Sites Showrooms Word of MouthManufacturer’s Website Elevator Advertising TelevisionYouTube, Mobile Handset ATM Advertising Special Event PromotionsAugmented Reality Exhibitions Bumper StickersCaptcha (Security Codes) Airbridges at Airports Urban Panels Moving Walkways PRPrint: Escalators Tee ShirtsNewsletter, FSIs Coasters HatsCash Register Coupon Change Mats KeychainsProduct Samples In-Store Displays AmbientMagazines Health Club Equipment GorillaNatl & Local Newspaper Shopping BagsCirculars, Stuffers Dry Cleaning CoversSales Letters Bathroom StallsCatalogues Inwindow Outdoor
  • 11. Student work:Dramamine
  • 12. Student work:Tiger Balm
  • 13. Student work:Volvo
  • 14. John Rea:Build a Big Idea Portfolio:It’s What You Need to Get a Job TodayTuesday Evenings6pm-9:30pmThanks for watching.