投资组合审阅者的观察

经历了动荡的一年之后,许多创意人员正在刷新他们的产品组合。但是从哪里开始呢?在这里,McNally Unlimited的Clare McNally分享了她从网上所做的众多投资组合评论中学到的东西

2020年要做的一件好事是广告行业’s united effort to help 您ng creatives with loads of online portfolio reviews. As an ardent advertising educator, I did more reviews than usual, gave a portfolio webinar, 和 created a new Instagram的 platform called 任务组合.

这一丰硕的投资组合年让我对创意投资组合的现状有了新的见解,并指出了哪些有效,哪些无效’变得明显。我发现投资组合疲劳是真实存在的,’从人群中脱颖而出比以往任何时候都更加重要。从字面上看,以下是我对投资组合评论的一些看法和建议。

创意正在成为品牌

The days of putting 您r work out there 和 staying quietly in the background are pretty much over. Self-promotion is now part of the portfolio game, made easy with new technology 和 social media. Most creatives are happy to do for themselves what they do for brands – stand for something, do good, start initiatives, get PR, create content etc. Personal branding is especially attractive to 您nger creatives as they have less real work to show. Who they are is just as, if not more, important than their work.

Note that 您 don’不必用品牌取悦所有人‘you’. 塞西莉亚·梅维格(Cecilia Mervig)和Thea Føge Toft-Clausen团队是伦敦罕见的创意团队和2019年奶油投资组合大赛的获奖者,他们的投资组合和社交媒体业务都取得了巨大的成功。他们认为’完全可以走‘Marmite’ with 您r work, commenting that “我们认为,如果有人不这样做’不喜欢我们的投资组合,他们可能赢了’t like us much!”

Having to be a brand can, however, put a lot of pressure on 您ng talent who are still trying to figure out who they actually are before announcing 它 to the world. But don’不用担心与所有品牌一样,没有固定的东西。那里’总是有变化的空间。或者,作为Sonya Barlow的创始人 LMF网络,说:“You will rebrand 您r brand 和 您rself repeatedly.”

塞西莉亚·梅维格(Cecilia Mervig)和Thea Føge Toft-Clausen’s portfolio website

大家’S ON SOCIAL

Instagram的 is now as important as 您r website, if not more. Some creatives just use their website as a business card, directing viewers to the real action on Instagram的 where creatives are sharing, connecting 和 getting discovered daily. Stories 和 live-streaming provide an informal space to experiment 和 let unpolished personalities shine without worrying about an eternal social media footprint.

当然有’内向的人可能会感到自己被排除在投资组合之外。并非每个人都希望一直保持社交状态。这不’t make 您 less talented. There should be room for all kinds of personalities. At the end of the day, 它’s about being true to 您rself 和 letting 您r portfolio act as 您r creative matchmaker, attracting the right people, 和 editing out the rest.

侧面商店阿伦’站在一边

侧面的挂钩曾经是可选的,但现在似乎无处不在,无论是在工作主体内还是‘not advertising’ 要么 ‘fun stuff’. They’re popular as they let 您 show 您r values 和 aesthetic without client, agency 要么 budget restrictions. From an outside perspective, they’re also a refreshing break from the many similar student award cases found in 您ng creative’s portfolios.

但是,过多地关注辅助项目可能会导致广告素材在代理工作中分散而表现不佳。它’s important to decide where to focus 和 to work on what gives energy 和 boosts 您r career. If side hustles, a social media empire 和 ‘fun’项目开始感觉像工作,然后’这是重点吗?一些创意人士可能还难以调和,在周末的节日上做涂鸦,并在周一破解B2B银行简介。

而且,听起来很奇怪,有些广告创意人员可能只想制作出色的广告。他们 ’对24/7全天候在线,进行大量附带项目或在Dragon上不感兴趣’丹美国常务董事Kara Taylor FBI人才公司 对于广告之外的工作有以下说法:“I’我一直相信‘artistic hobbies’应该影响并纳入广告解决方案,而不是在书中作为完全独立的内容进行展示。 Isn’运用能力’人们固有的创造力是为什么人们首先涉足这一行业的重要原因? ”

自由艺术总监Helga Askehave’的投资组合在克莱尔·麦克纳利(Clare McNally)中脱颖而出
自由创意者Joachim Klintfält和Nicolas Housted’的投资组合网站主页

模板需要调整

许多投资组合已回到无聊的标准块模板中。在很多情况下,投资组合的结构是看不见的,所有的重点都放在工作上。有人可能会说这是一件好事’至关重要的工作。 Morten Grubak,ECD的 副美德北欧,警告广告素材不要过度生产其产品组合,而应“花时间在工作上。它’s about the content.”但是请注意,他说“over-produce”. 您 should still produce 您r portfolio. To what degree 您 turn 您r portfolio into 它s own project is up to 您.

超级可访问的网站模板的兴起意味着现在有更多的人拥有投资组合,并且越来越多的投资组合看起来相同,因此,就像在现实世界中的品牌推广一样,您仍然需要找到一个区别点。那可能是一个更大胆的投资组合设计,一些巧妙的微观概念或有力的措辞。至少,添加一些‘you’ to 您r landing page. It acts as the portal to 您r online world, inviting employers, recruiters 和 collaborators to delve deeper. The ‘artful package’与产品一样重要。

Having said this, 您 should be careful not to swing too far the other way with a wild portfolio idea that hides 您r work beneath visual chaos 要么 confusing navigation. 唐’t 过度生产 您r portfolio. 唐’t not produce 您r portfolio at all. Find that sweet spot somewhere in the middle.

您 could, of course, just ignore traditional portfolio formats altogether 和 hack the system. Some creatives are transforming platforms that aren’t通常用作投资组合‘sites’就这样。使Instagram像网站一样导航,创建Google Doc投资组合页面,甚至创建电子表格投资组合。为什么不?

言语在哪里?

It’s surprising how few portfolios use creative writing to add personality 要么 charm. Most copy feels purely 好玩ctional. There are so many great opportunities to impress with words – 您r URL, menu, case names, idea intros, descriptors, the bit about 您. Copy 和 storytelling can attract 和 win people over just as much as visuals.

撰稿人 拉希什·帕特卡(Rasesh Patkar) 在他的网站上写了一篇关于自己的迷人文章:“我想像自己小时候是一名天文学家。我想象着在十几岁的时候加入印度军队。我也想过要成为F1赛车手。然后我意识到’这是一项仅凭想象,想象和构想而奖励您的职业。完善。”他还通过俏皮的标注为照片增添些幽默,例如关于眼镜的照片:“You’没有他们,我将再也见不到我。一世’没有他们,我将再也见不到你。”到目前为止,他的作品集已经为他赢得了在Droga5和Publicis的实习机会,很明显,他的话语很有效。

自由撰稿人Isha Sharma’s portfolio homepage
撰稿人Rasesh Patkar

为未来做好准备

目前,许多创意人士都担心就业。但是那里’未来的好消息。根据《 Campaign》杂志的报道,预计68%的代理商将提供与Covid-19之前相同的水平或2021年更高的工作岗位或入门级计划。’s great motivation to get 您r portfolio in top shape for the new year.

奥斯汀·克莱恩(Austin Kleon)仍然提供了一些最明智的投资组合建议’s bestselling book Show 您r Work。他说:“Don’t think of 您r website as a self-promotion machine, think of 它 as a self-invention machine.” How wonderful, 和 timeless. This approach applies to all platforms, takes the pressure off 和 turns 您r portfolio into an enjoyable journey. Who knows where portfolios will end up ten years from now?

克莱尔·麦克纳利(Clare McNally)是 麦克纳利无限。她是品牌和广告的演讲者和客座讲师,并在 DMJX;顶部插图:Magnus Mynderup Bjørnshave