Art direction · Campaign
Project title goes here, stated as the problem you solved.
- Client
- Name or sector
- Year
- 2024
- Role
- Art direction, strategy
- Result
- The number
The brief
What the business needed
Two or three sentences on the commercial situation. What was at stake, what was not working, and what the business needed the work to do. Keep it concrete.
What we knew about the customer
The research, the behaviour you observed, and the insight that changed the direction. This is the part most portfolios skip, and it is the part reviewers are looking for.
The direction
The idea
State the creative idea in one sentence a stranger would understand. Then explain the reasoning: why this medium, why this treatment, why it suits the person on the other side of it.
Making it hold
How the direction stayed consistent across everyone who touched it. Guidelines, reference sets, templates, review. If you built a system, show a page of it.
A pull quote from the work, the client, or your own thinking. One per case study, no more.
The result
What it returned
The number, and what it means. Conversion, reach, rework saved, time to produce, adoption. If a figure is confidential, give the direction and the scale instead of inventing precision.
What I would do differently
One honest paragraph. This reads as confidence, not weakness, and it is the thing an interviewer remembers.