Creative Bites: Buchoy Macasaet

02: creative bites, creative bites | Brett McKenzie - Portfolio Night 8 |

bumugBUCHOY MACASAET

CREATIVE DIRECTOR
OSG
PORTFOLIO NIGHT 8 HELSINKI PARTICIPANT

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

“Quantity over quality or an unedited portfolio. Don’t try to pad-up a thin book with sub-standard work. I’d rather see a few good pieces representative of your style.”

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

“I’ve seen portfolios with pencil sketches and ideas drawn on napkins. I really appreciate highly polished work and I can just as well see polish and confidence in stick drawings.”

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.)?

“Traditional and non-traditional work will get my attention. Especially if they all work in together in a campaign. I like to hear about experimental ideas. This tells me that you’re pushing boundaries and are unafraid of unpopular views.”

What’s the first thing a junior needs to know about working at your agency?

“You can work from Turku or Helsinki. We have a lot of great brands waiting for great ideas.”

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

“As long as the non- advertising expression demonstrates a point of creativity and value, I don’t mind at all. I like entertainment. This for me comes in many forms. I recall an art director’s story of how she conned her way in Cannes by renting a yacht and pitching a script.”

In general, how well do you think ad schools are preparing students for the business? What could they be doing better?

“Recently I was noting my requirements for an art director’s assistant a.k.a. visualizer, production assistant, graphics assistant, web designer, packaging artist, inforgraphics designer, video editor, photographer, 3D artist and Flash animator.”

“This is the mix of skills I need these days. Does this person even exist? Yes. I’ve been lucky to have met and worked with three of them.”

“Schools are doing well to prepare students. Perhaps they can do a little bit more.”

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