JASON WHITE

CREATIVE DIRECTOR
LIFT
PORTFOLIO NIGHT 7 CHICAGO PARTICIPANT
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What single piece of advice would you give a young creative before he or she sits down with you at PN7?

“Be yourself. Be open to advice and direction. Never apologize about anything you are about to present.”

Looking back, what was your own first portfolio like?

“My first portfolio was very heavy on art and surrealism. Very weird for a commercial market.”

What was the reaction you got, the advice you received the very first time you showed your own book?

“I had some negative reviews when I first started interviewing, so I reconsidered my place in advertising. After some time and effort, I bounced back with a revised portfolio that stood out from the standard.”

Finish this sentence: “Kids these days…”

“…need to be original and think on their own….without relying on technology.”

What are your biggest pet peeves about the work in most junior portfolios?

“My only pet peeve is that they often don’t understand their target audience.
When a junior sends a portfolio to a studio, it is wise to understand the nature of the studio and it’s clientele. A little research goes a long way!”

How important is it for a portfolio to be highly polished?

“First impressions are vital to a designer. A sharp portfolio is more important than the degree that backs it up.”

List three adjectives that describe the ultimate junior creative.

“Positive”
“Motivated”
“Hungry”

How do you feel about non-advertising expressions of creativity in a portfolio? For example, photography or poetry?

“Love it. I look for it in every portfolio. I can see so much about a person through their art. Less is more with personal work. It can set you apart if it’s professional.”

Portfolio Night is as much about selling yourself as it is getting advice. Combine the two: what’s the best piece of advice you can give about selling yourself and your ideas?

“I look for confidence and clarity in a junior. I am always in meetings and pitches selling my own ideas. It is extremely important that I connect with my audience. Being open to critique and immediate reactions will make or break any deal in the creative world.”

Economy notwithstanding, is it tougher to break into the business today than it was when you first got in?

“We are experiencing a creative renaissance. If you are truly creative and talented, you will break into the business and have a future. Those with the best creative solutions will rise to the top.”