Michael has gone.
We'll have meeting with client tomorrow morning, aren't he worried?
This maybe how a real creative director should act.
I saw many creative directors who aren't at all clear about their roles.
They sat next to you and saw you working for the whole night.
They can't relax until the last moment when you've put the logo to
the layouts. Why on earth don't they spend their time more meaningfully?
Inside thinking bubble: I don't want to be a creative director then!
Posted by gwen at 8:45 PM
Michael hasn't picked any ideas in the meeting.
We're told to gather again three hours later.
When I return to my seat,
Michael said " You don't have time to think. "
He finds me a good excuse and tries to comfort me.
How can there be such a kind-hearted creative director on earth?
Posted by gwen at 8:34 PM
However, most of the time good ideas are pushed
within boundaries unexpectedly.
It's like the case when you're inside a crowded bus,
the boundaries (other passengers) allow you to hold a pose
which is impossible to maintain on an open ground.
As suggested by Michael, do whatever I want!?
I find it even more difficult.
Posted by gwen at 4:34 AM
There must be complaints from creatives about
too many restrictions on every brief.
" The deadline is so tight ...
there is a lack of manpower ...
the budget is so low, it's impossible to use a better
photographer or director to execute the idea...
the client is so greedy, they try to tell everything in one ad.
which isn't single-minded, the consumer will get none of
the messages as a result....blah blah blah...
it is impossible to do good work!"
Posted by gwen at 4:30 AM
All of them seem to know what to do, but I'm totally confused!
It seems that you can do anything with the brief,
but you totally have no idea where and how to start.
We agree to go back to the office to gather our ideas on sunday.
It's surprising to me that here they also work at weekend!
So I have to think about what's happening at home.
This is the first day of my experience of working abroad!
Posted by gwen at 3:32 AM
Ian is an art director in the Yakult team.
He told me in a cold voice,
without moving his eyes from the screen,
that his background in graphic design allows him to work directly
on computer instead of sketching ideas out on paper first.
But he seems to be sweet as he has to look at his
girlfriend's photo to keep him working.
Posted by gwen at 3:28 AM
I can't believe that I have this chance to do ad. for it now.
From the brief and the documents they have given me,
I find that what they are trying to tell about Yakult is
quite different from what I was told in Hong Kong.
I'm like rediscovering an old friend who has even changed his name.
Chinese name of Yakult pronounced as yat lick dor in cantonese.
'Yat' means HEALTHY, 'lick' means ENERGETIC and 'dor' means MORE.
When I first discovered Yakult in Tesco,
I felt excited for meeting an old friend from a place afar.
But it's four times more expensive than the price in Hong Kong.
The old Chinese saying
"human life abroad becomes cheap ( me ) ,
goods become expensive( Yakult )" is so true!
Posted by gwen at 3:19 AM
Irrelevant topic 1:
Later, I found a very good way to mount printouts on foam boards.
1. Cut and remove the middle part of the backing paper.
2. Mount the layout on the foam board.
3. Remove one side of the backing paper slowly.
4. Press the layout up and down firmly with one hand while peeling off the backing paper with another hand.
5. Repeat step 4 for another side.
6. Layout in all sizes mounted firmly and as flat as mirror on foam board.
Irrelevant topic 2:
Luckily we won the pitch at the end.
One of the TVCs was shot without too many changes from the
storyboard. I think the director was just lazy.
Posted by gwen at 12:54 AM
At 6:00 a.m., I managed to finished two storyboards with computer
eventually. It was the first time in my life to use foam board.
There were air bubbles between the layouts and the board no matter
how many times I tried. I didn't know what to do.
I sat on the floor and cried at the empty office.
Posted by gwen at 12:52 AM
I guess I join in the middle of the project,
that's why the schedule is so tight.
However, this always happens in Hong Kong.
The most crazy experience I had was a pitch I did in Grey.
ECD fixed two TV ideas at 12:00 at night.
Meeting with the client would be held at 9:00 the next morning.
I was left with two freelance visualizers for the pitch.
I was just in my fifth month in advertising after graduation.
Sam Chung, ex-ECD of Grey who gave me the first offer in advertising.
People suspected that either we're relatives or he's gone crazy.
Posted by gwen at 12:43 AM
oh, no, there will be a meeting with the client on Tuesday.
(It's Friday already) Michael suggests me to relax.
He puts his head in hand and says this with a tender smile.
The true reason for the worried look on my face is that I've paid for the
train tickets and hostel to Scotland already. Sigh, I probably won't be able to go to Ron Mueck's exhibition there now.
Posted by gwen at 12:41 AM
I still remember what Professor Steven N S Cheung told us
during the first lecture. He said the knowledge inside textbooks
isn't what we need, it's more important to learn the
thinking of the best professors.
Agree! Also, Economics is a social sciences studying the
consuming behaviour of human beings.
Again, I can't see any problem with my choices!
Posted by gwen at 5:15 AM
woo... would be great if everyone could think in this way!
My background of majoring Economics and Finance in university gave
me a hard time in my first few years in advertising as an art director.
I had to work extra hard to be treated equally.
I enjoy thinking, that's why I've chosen Economics;
I enjoy thinking, that's why I've chosen advertising,
What's the problem?
Posted by gwen at 5:10 AM
I did have the experience of disliking the account that I was
working on. Treated it as if a dog which has just shitted,
I wished I could kick it out.
Are you sure I can do whatever I want?
This sounds so familiar to me.
Every time I was told " It's advertising, not arts!" at the end.
Posted by gwen at 5:07 AM
Briefing to gwen
I can recognize Michael only,
I can't remember the names of others and what each of them does.
But I can see that they are all excited and passionate.
Yakult sounds as their babies. They seem like a group of housewives
discussing what's best for the babies. Which one is better,
infant formula or breast milk. Any good nursery in the area?
They are longing for the bright future of the babies!
Posted by gwen at 5:05 AM