Each of us, whether we like to admit it or not, tailor ourselves to fit the form. Whether it is for work or social reasons, we all want the inside information that will put us a step above the rest. We all know people who buck the system. Those rare individuals are the ones whose reputations are already cemented; they will work no matter what the situation. There are those so courageous in all facets of life they left the herd long ago and never looked back. We all would like to fall into both categories, but few do. A rare individual is secure enough to wear blue jeans to a black tie function.
When it comes to landing that job or assignment, information is essential. Who dislikes being the insider with that little bit of knowledge that puts you and your work in the front running? Whether you are new to the business, or an established entity, information is vital to your existence.
We asked some of Atlanta’s established, and up and comings, to let us know what they look for when hiring freelance creatives. From the comical to the sensible, these tidbits may help you tailor your book, your look, and overall success.
Graphic Designers and Copywriters
WANTED - STYLEI look for the appropriate experience and style to match a particular assignment. We have a great variety of clients and use different writer/designer teams depending on their experience in the clients’ industry. A match between creative style and the clients’ communication needs is also important.
Photographers
WANTED - PATIENCEBeyond the usual flair and creativity, any photographer that wants to work with me must have extreme patience. Just ask my husband, I can nit pick something to death!
Graphic Designers
I think the mark of a truly talented graphic designer is the ability to create a digital file that no one else could possibly figure out how to work with or make changes to.
Web Designers
In my opinion, appearance and personality are everything when selecting a web designer. If they look or act too normal, they probably do not know what they are doing. Psychosis is a definite plus.
Copywriters
I look for an almost unnatural sense of interest in and excitement about anything and everything. I truly admire copywriters for their ability to put a positive spin on whatever comes their way.
Directors
They must be bossier than I am.
Illustrators
Illustrators should have the ability to interpret any object or idea. They should also have thorough knowledge of the most obscure things and be able to read peoples’ minds. Nothing to it!
Graphic Designer
WANTED - DEADLINE GUERRILLAI look for a portfolio that reflects a professional and experienced artist who is well skilled to produce innovative corporate communications, high-end publication design, websites, and multimedia. They must be Mac savvy in professional applications. They must show reliability collaborated with the ability to take direction and then work independently, then attack extreme deadlines with a positive attitude and with a desire to have fun. The perfect freelance graphic designer also likes southern food and is willing to join us for lunch at our favorite meat and two, Carver’s Grocery.
Copywriters
WANTED - SENSE OF HUMORA sense of humor in life and in their work plus great concepts is important. I want to see neat ideas more than the ability to write a 24 page brochure. In addition, if they understand language and grammar, well, that is a plus. I prefer a writer to be visual, not just someone who can write a cool headline.
Copywriters
I look for great ideas that are visual and verbal. Moreover, not just little one shot ideas, one here, one there, but great ideas that are campaignable. Big branding ideas that have life and legs and are right for the product, right for the market. An idea that is relevant, smart, and fun to look at, that is what I look for.
Directors
WANTED - APPROPRIATE STYLEI look for great ideas. Great directors get great boards. Okay directors get okay boards. The ability to tell a story in :30 is important. Directors cuts are great, but when you have :90, of course you have time to add details and tell your story. However, can you do it in :30? Film style that is appropriate is important. The film style in each spot should fit the concept. I like that, more than someone who has one style and shoots all their spots in that style. Casting interesting people usually makes spots more interesting. Wacky people can be distracting, and boring, middle of the road people can kill a spot.
Photographers
There are two important criteria. Their book must be different and fresh. The visual dynamics of advertising are critical. The second is chemistry. Are they passionate about advertising? Great photographers all ask, "What’s the headline?" Also, are they flexible? Can they work around the obstacles agencies face today and still deliver?
Photographers
I look for a good use of light and form in images, with a distinguishable level of quality in work. Clear communication skills with the ability to make an idea better without overpowering it or getting off track is important. The ability to easily accept and work through fast-paced changes and concerns during a project also matters.
Directors
WANTED - CONCEPTSI look for ability plus a concept. What did the director bring to the party? How did he make each spot on his reel better than the board? A director cannot afford to do a bad spot, no matter what the budget.
Web Designers
WANTED - RIGHT MIXFinding the right creative and technology mix is important. In the Web design and development world, a variety of talents "fuse" together to make interactive branding happen, so we try to always find talents that not only are on board with our company’s philosophy, but will bring the necessary skill set to achieve the client goal.
Graphic Designers
OF TYPOGRAPHY
We look for creativity in style, contemporary feel, and strong fit for assignment; quality of samples; professionalism; strong knowledge of typography; software expertise, and rates.
Photographers
We look for originality, appropriateness of their work to assignment (specialization), quality of samples, rates, and professionalism. PhotoShop/retouching abilities a plus.
Copywriter
When looking for a copywriter, the most important criteria are originality and imagination paired with good market sense. This combination results in clarity and relevance of copy that targets the desired audience. I also look for strong conceptual ability in a detail-oriented person.
Directors
I look for a director that possesses an innovative style, simplicity of design, and a great use of type. In addition to artistic talent, I look for directors who have confident, aggressive personalities, good work ethic, can work well under pressure, and meet deadlines.
Photographers
Most importantly, I look for quality since some photo opportunities only happen once. I also look for something that sets the photographer’s work apart from others, for example; creativity or a great sense of style.
Web Designers
First, the person must be likeable. People do business with you because they like you. Second, they must be go-getters. Next, they must be able to communicate in non-techie language. Lastly, they need to be creative in graphic design and their approach to solving problems.
Graphic Designers
I look for three things. First, they need to know what good design is. Next, they need to be able to take direction from our staff art directors since they will be working on existing accounts with certain standards in place. Finally, and maybe most important, they need to fit in with our group. We are a tight group, and they will be working on-site with the rest of us.
Copywriters
A writer’s style is key in terms of tone that must be used in the communications piece, along with expertise, and experience with industry or category.
Web Designers
WANTED - ATTITUDEWeb designers need core art direction skills, good sense of type, and skill with major software like Photoshop, Illustrator, Quark. I prefer they know html and have the attitude to be willing to roll up their sleeves and do production work if necessary. They need to understand how to develop for the target market, not themselves. They can’t mistake bells and whistles for ideas.
Copywriters
WANTED - STRATEGIC THINKINGI look for conceptual thinking beyond any one style and the ability to think strategically. To stand out, you need to show me something I have not seen before. In addition, "shock value" is fine, but not on every assignment.
Photographers
WANTED - PORTFOLIOThe most important criteria is their portfolio. I am looking for a look and style that I want in the shot. After that, cost and references are important.
Directors
First, I look at the reel. A demonstration on the reel that they are capable to do the job is important. Second, the conversation we have about the project to see if we have a shared vision, and see if I like what they are bringing to the boards. Last, I look at the estimate. I look at where they are putting the money: themselves, film, gadgets? I want to know I am getting the most against what I need on film. Cost: They have to be within reason for the project.