by Lawren Gabrielle McCord
As naturally creative and inspired individuals, we share the feeling of being attracted to objects, melodies, scenery, imagery and even people. Sometimes we can’t quite put our finger on it, but we feel something seducing us towards a concept or object.
We each have talents that allow us to take our intangible ideas and turn them into tangible products. We create visual dialog from these provoked curiosities. The skills that we practice at SCAD Atlanta allow us to create our own unique aesthetic, or in some cases design an aesthetic that appeals to specific demographics. Take a look into the world of Advertising as seen by graduate student and SCADDY nominee, Jake Burk.
Jake Burk: It is a weird field to explain, there is a lot of research on getting into the mind of the person you are talking to. It’s picking the right visuals. It’s being able to walk in the shoes of the photographer, graphic designer, the product and getting them to all work together.
Lawren Gabrielle McCord: How do you prepare yourself to get into the mind of the person you are talking to? Are you able to tap into personal experience?
JB: I am more involved with communicating with blue-collar workers. Originally, I grew up on a cattle ranch in Oklahoma. I worked as a welder to put myself through college. I can bring the aesthetic of manual labor. I have insight to the blue collar demographic although it is fun to jump out and wear the hat of different demographics.
LGM: How does one go from a cattle ranch in Oklahoma to the SCADDY Awards?
JB: Well, it has been a journey. I am what you call a non-traditional student. I am not sure you can get further away from the arts than a cattle ranch in Oklahoma. Going through school I grew up the traditional jock. I was a basketball player. I won state championships. It was very hardcore. The first memory I have of actually trying to get into advertising was, making poster boards for a bake sale in my senior class.
It was something about trying to figure out how I could talk to the other students and get them to care whether or not we are having a bake sale. Something about that just sparked that sort of interest in psychology of advertising. I enrolled and completed the advertising program at Oklahoma State University. My wife’s job transferred us here to Atlanta. Once I got to Atlanta, it hit me how many creative people there were here. Everyone has a school like the Savannah College of Art and Design on their resume. My wife urged me to get my Masters.
LGM: How has your style, technique or development process expanded?
JB: In my opinion, if you have a style that is applied to all of the projects, it is hard to meet the goals of your client. They have their own goals, demographics and established brand. You have to put yourself into the mind of the demographic and develop the aesthetic. I look to the past a lot. If you do not have an understanding of the history you can only imitate the current trends, you have to learn from what people have done. Start with a goal, an objective, and build a campaign. From there, work with what media will touch the audience. Apps are the hot thing right now, but if they do not deal with your demographic, they will not work.
LGM: Have you begun to think of your dream career?
JB: I have put thought into advancing as an art director, being on the visual side of an advertising campaign. Working with a copywriter to help clients’ needs and develop strategies. The art director, in my opinion, has insight to the demographics, chooses imagery, directs photo shoots and completes press runs. All while keeping in mind the brands uniqueness — a combination of graphic design and marketing.
no images were found
Tags :
Student Spotlight
