Creative Bites: Nathan Cooper

02: creative bites, creative bites | Portfolio Night 8 Admin |

n697212006_384053_6588NATHAN COOPER
EXECUTIVE CREATIVE DIRECTOR
RIOT
PORTFOLIO NIGHT 8 STOCKHOLM PARTICIPANT

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What’s the coolest thing somebody has done to get your attention (besides having an amazing portfolio)?

“Two guys I saw last year at Portfolio Night Amsterdam created liquid sensitive in-urinal mini-posters for themselves with the headline ‘we’ll do anything to get a job.’ When wet the pieces revealed the boys faces… I hired them.”

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

“A lot of junior portfolios are geared towards a traditional (Poster/Press/TV) way of thinking. The annoying thing is that a lot of the time it’s the tutors that encourage this approach. I wanna see a ‘media-neutral’ POV with no channel restriction in the portfolios I review.”

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

“A good idea will save bad design, good design will not save a bad idea. Of course, a junior needs to demonstrate the ability to finish to a high standard – but overall I’m looking for smart thinking.”

What would get your attention more, a portfolio full of amazing ‘traditional’ work (print, poster, outdoor) or a portfolio of pretty good boundary stretching work (digital, interactive, wild new guerilla concepts etc.)?

“People don’t consume advertising in the same way as 10 years ago, print, poster and outdoor is becoming increasingly redundant as is a portfolio that relies solely on it.”

What will a creative director’s job be ten years from now?

“Strategic technologist.”

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