John A.

John Alabaszowski, more commonly referred to as John - A., for obvious reasons was our most recent guest speaker. John currently is the VP Group Creative Director at MacLaren McCann Canada's Largest Agency.

His work history had him at a couple of smaller shops and freelancing before he joined MacLaren as an Intermediate Art Director. Here he worked his way up over the course of 7yrs to his current role as VP Group Creative Director.

His client/project roster is impressive and includes such names as GM, RBC, Mastercard, Lotto 649, Toronto Argo's and more. He shared samples of his work with the Chevy launches of the Volt, Sonic and GM.ca and the importance of using the right technology to support the concept development for the right audience.

John spoke of the value of FB and how it brings information to where people are hanging out and how marketers are no longer driving users to company websites, but instead to their FB pages. He also spoke of the importance of managing and maintaining balance of the FB eco system.

Another sample project was the Good Wrench Service Campaign. John shared a little about their strategy and selection process for the participants in the video. He also shared some of the vision of how they want user input to help direct the direction of the campaign.

One of the challenges with user driven content and social media platforms is that the Brands have to give up some degree of control and are more helpless in directing the branding. But at the same time, because of this lack of control they are handed what some could consider as niche marketing opportunities, but instead the Brands get legal involved to try and control the direction and image of their brand. It's important to be involved in these environments to try and steer the content, but not to force it.

As consumers blur the lines of technology, it's important for all companies to adapt, understand and be more aware. An example was a project brief that requested posters for an intern search for MasterCard. Here an opportunity was identified to engage users and use social media platforms for applicants. The resulting participation far exceeded any and all previous similar campaigns.

John touched on the concept that "the web is dead". A statement that has been floating around. He explained how really, it's not dead. Instead it's just evolved into so much more than we could have ever imagined.

Advise from John:
How do you get to do Cool Sh*t?
•  Go after the places doing the stuff you want to do.
•  Decide what market you want to be in, like the network of people you can access.
• Note, small shops do offer opportunity, but rarely mentorship

Your Portfolio
• Have it online.
• Show your BEST work
• Put your strengths upfront, include ALL your good work, not just your web stuff.
• Include anything that shows passion

Be Organized!

Pitch Yourself!

If you ask for advise, pull out a pen and paper and take notes.

To succeed: Do what you're told to do, then do more. Raise your hand, volunteer.

Advise from the Interns: Don't be Drunker than your Boss.

Go into a presentation like a Ninja goes into Battle, with the expectation of death.


After the crowds settled, I myself was able to have a very pleasant conversation with John and able to ask some candid questions and get some honest answers. Like: Ad agencies can have pretty snooty people in them, who live their work. Can people who have kids and Families who love their jobs, but also love their families be welcomed into this world?
The simple answer - Yes.

Phew.



Contact Info:
@johnala
John.Alabasowski@maclaren.com

Fall Tour Interactive

This year I was fortunate enough to attend the sixth annual Fall Tour Interactive, hosted by Oddly Studios.



"For the sixth year in a row, Fall Tour Interactive will be showcasing Toronto as a world leader in interactive design and creative production. By bringing over twenty five of the city's top digital studios together for one day, a spotlight will be shown on Toronto's immense creative talent.


Fall Tour Interactive is the only event of its kind, focused on strengthening Toronto's digital industry by offering studio participants countless opportunities to get involved and network with leading Creative Directors and emerging talent. Fall Tour Interactive is a showcase of the expansive digital content and knowledge produced in our vibrant city."
~ Oddly Studios


Assigned to "the Red Group", we had the opportunity to visit five studios and attend one guest panel lecture.

• Derooted
• Mighty
• Oddly Studios
• Idea Couture
• Sapient
• Film Panel

Our panel discussion was:

Panel II: Convergence or Crash? The challenges of modern media

In this discussion, three industry experts will dive into the changing media scene, and the opportunities and challenges facing modern producers. The music recording industry has felt the impact of digital media, now video producers are as well. Where does the opportunity lie for new entrants, and what is on the horizon? Come find out.

It was interesting to see how interactive and digital media has integrated it's way into the film and music world. As a consumer is has seemed relatively seamless. I had never given much thought to how interactive media has come together with film and that they are actually separate entities. 

Derooted

This was our first stop. The projects they shared were VERY interactive, but very cool. Samples of their work can be seen at http://vimeo.com/derooted or on their site - www.derooted.com

I was impressed with their small size and the quality and innovations of the work they produce. The staff seemed very genuine and our presenter very intriguing.

Mighty

A division of http://bensimonbyrne.com/

Our presenter was Jon T, Creative Director
He presented a slide show with samples of their work. It was relatively brief. It appeared that Jon was hoping to encourage more discussion from the group. There was some discussion, but it tapered off quickly. Following a brief tour of the studio, myself and a couple of class mates were able to enjoy a nice 20min conversation with Jon and get a little more insight into the industry and mighty.

Oddly
Oddly was our event hosts and provided lunch and a presentation. Their presentation focused a lot on the fun stuff that they create and hope to sell to clients. It left me a little baffled to be honest.

Sapient
The largest of the firms we visited, we had mini presentations from IA architects, Creative Director, Art Directors, Copywriters and developers. I was very impressed with the responsibilities of each department and how they worked together to reach a common goal. Although many industry people say working for large agencies are limiting, I myself liked the structure and expectations.

Idea Couture
This agency was likely one of my favourites. Medium in size they had a good selection of clients and their approach to creative and innovation intrigued me very much. This medium sized company offered some interesting opportunities for those who were willing to work for them.



Overall I enjoyed the inside peak into the work in Toronto agencies. Although very inspiring, none of the agencies we saw appeared to be able to offer me the work life balance that I am seeking in my career.

Dwayne Grech

Dwayne Grech

Dwayne.Grech@momentum.com
Twitter: @sultanofbeard
Facebook: https://www.facebook.com/profile.php?id=808965159


Grateful and wanting to pay it forward, this Grad volunteered to return to share his experiences with us since his graduation in 2009.  Dwayne has jumped around a few jobs since graduating in 2009, a victim of circumstance. His misfortunes have led to a great bunch of opportunities allow him to work on a variety of major automotive manufacturers and other impressive clients.

Currently Dwayne is a Designer at Momentum Advanced Solutions, in addition to being the Owner/Designer at Sultan of Beard. However has also worked at Organic Online Media, Young & Rubicam, The Marketing Store and Sirius Satellite Radio.

Quirky Facts about Dwayne:

• Backpacked Australia for a year
• Speaks Fluent Japanese after 4yrs in Japan
• Is a cold water Surfer and started the FB Group "The Toronto Surf Club"
• And claims to have killed 5 of 8 of his exact duplicates

Dwayne currently is a Designer at Momentum Design, one of Canada's 50 Best Managed Companies. His responsibilities include: DOAR for Chrysler/Jeep/Dodge/Ram/Fiat; Online support for Mazda, Mercede-Benz, Forrester; Online loyalty support for AMEX.


Some Samples of his work include:









What to Expect:

• It won't be easy
• Lack of Sleep
• Ultra competitive market
• Small Industry - Everybody knows everybody
• Crazy office politics
• Lots of industry parties
• Lots of agencies to choose from

Options:

• Small design house vs. International Agency
• Contract work vs. Permanent
• Designer vs. Project Manager vs. Account Manager
• Canada vs. Abroad

A few handy lessons I’ve learned thus far:

1. Burning bridges in this industry is employment suicide– burning bridges, in general, isn’t wise. We’re too small of an industry for you to tell off your former boss, who has friends at every other agency you’re applying to work at.
2. Networking events are your easiest way into an interview– besides the employment benefits, the food and booze are usually free! #winning
3. You are never too old to stop learning– if you feel you’ve learned enough, then chances are you’re an idiot. Read a book. Scour through theFWA.com, PSD or AEtuts+ (to name a few). Take a night course in presentation communication. It helps!
4. theFWA.com is the Bible– this is your source to industry giants, growing hopefuls and terabytes of inspiration and trends
5. Sometime you’ll have to sacrifice a weekend or six– a sacrificed weekend for work should never been seen in a negative light. Sure, shit hits the fans and you’ll have to cancel going towel shopping with your mom, but seeing that you’re working under your terms, working the weekends can be far more rewarding because you’re under less stress.
6. Red Bull doesn’t give you wings, but sure does make you the savior of the “last minute all-nighter” request– you’ll get these ridiculous requests that force you to pull an all-nighter for a pitch the next day. Red Bull will get you through it. Once done, you’ll be the hero of the week and get a phone call from the President, thanking you. Promotion? Sure!
7. Pay it forward– this work we do comes with a bit of superstitious baggage. We get lucky breaks, we’re competing daily with equally great designers in equally great agencies, how we win contracts, employment or whatever is nothing short of luck. Give back– it’s karma! Once you’re a big shot, or at least got your feet wet for a few years, mentor a student or two. Volunteer at the Fall Studio Tour or speak at a Weekly Guest Lecture. NEVER AVOID HELPING OUT OTHERS!
8. If you’re not enjoying the what and where, then it’s time for a change– You have to love where you work. This keeps you loyal and motivated. Sure, you will have to pay your dues at a couple of shitty places, but chances are you will find the right fit. If you find yourself waking up from bed dreading to go to work then that’s a good sign you should polish off your resume. You’re doing yourself a favor.
9. Booze is your friend– When times are tough, I schedule a meeting with my buddy and life coach, Jack Daniels, to get me through the week of nagging PMs and impossible deadlines. When Jack isn’t around, I’ll call up his European counterpart, Heineken. Alcohol is widely excepted in our industry, but how visible it is during business hours differs from shop to shop.
10. SOCIAL MEDIA– do I even need to mention how important it is to stay connected?

Catherine Baird

Associate Creative Director, Dashboard

www.catherinebaird.com

Catherine is a Sheridan Alumni, who kindly returns every year to share her story the students of Web Design. She shared with us her admiration for recently deceased Arnaud Mercier, her inspiration. He combined design, photography and art in motion graphics. You can find samples of his work at Area 17 and more about his life and his career as well.

Catherine also emphasized how very hard it is to find a qualified senior art director with interactive design experience and how for those of us who are more experienced in the working world will find the combination of skills beneficial.

– Her main message – 

BE INSPIRED!!

Do what you love, love what you do.

Her history:

She graduated in 2001 during the dot come crash. There was lots of concern for many grads regarding employment opportunities post graduation. Catherine was fortunate and was hired right out of school with Eccentricarts. She was more or less interviewed at the Grad Show and employed within a few weeks.

She later went on to work for Henderson Bas. Within 3 yrs she was running the art department and was managing 9 designers. Although she loved her work there, one of her bigger challenges was learning how to manage people.

In looking for a big change in her life she moved to Paris and worked for a brief time at 5emegauche, Paris, Senior Art Director. She found it incredibly challenging to work in a foreign language, in a foreign market, with foreign tools (keyboard). Her time there was brief, but rewarding.

After returning to Canada she worked part time and did Freelance work for 4 years before moving onto Dashboard. She transitioned to an employee of Dashboard from a freelancer.

A big challenge that she's faced often is the assumption that interactive designers can’t design for print. Perhaps it's just the other side of the coin, for us traditional designs often can feel like there are assumptions that we are unable to design for digital.

Her current employer, Dashboard is a tight group, a smaller agency specializing in digital marketing. Their client list is impressive, as were the sample of her work. She spoke about the Thrivetastic campaign for ING and the redesign of The Grid.com. Both very creative and unique, however, perhaps it was my heart strings, but I loved what they did for the Santa Claus parade!

5 Steps to Success

1.  Be a really, really good designer
2. Understand and love technology
3.  Learn video, flash animation and social media (Premier, final cut pro and after effects)
4.  Understand what User Experience and Information Architecture are
5.   Work hard, be flexible and keep up

Other Advise:

When contacting employers – if you don’t get a response, follow up. They’re likely just busy. Be persistent, but not crazy. Don’t be afraid to ask for a portfolio review.

Recommended Book – Reality is Broken By Jane M??

Look into Ad Lounge and Sid Lee

Overall, I really enjoyed Catherine's down to earth, practical, yet creative approach. She offered good insight and valuable advise. She was approachable, yet commanded a level of respect, but in a subtle way.

I guess my favourite part was that she was real and realistic in her approach and what she preached.