Make the Boring Fascinating

Not every assignment is going to be for Porsche, a snowboard company or a sushi restaurant.

You’re going to have to do ads for insurance companies, digestive tablets, and major retailers who just want to say “Everything is 20% off, Memorial Day weekend only!”
When you’re a student, the tendency is to pick products that are inherently interesting. It’s this thinking that leads to books plagued by condom, tattoo parlor and energy bar ads.
The strongest student books, in my opinion, are the ones full of seemingly dull products made fascinating. Take a product you wouldn’t want to touch as a creative. Then do a campaign that makes every creative director who looks at your book wish they’d done it.
If you can do that as a student, it will tell any creative director that you can do it for their agency.

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