This is what a portfolio looks like.
But what to put in it?
Well, the answer to that used to be easy: 8 advertising campaigns, each consisting of 3 print ads, plus maybe an ambient execution or a TV storyboard (so long as it had no dialogue, of course.)
And such was the way it was for, ooh, years.
But it's all changed now. If your book still looks like that, you're doing it wrong.
Why? Because creative directors have gone digital crazy, that's why.
Most creative directors are surprisingly clued-up about digital. Remember, they're closer to the 'business' side of the business than rank-and-file creatives are - they know full well that clients are now demanding their agency start delivering great work in non-traditional media.
And as well as re-training their existing creatives, they're looking to the new generation to give it to them.
You must be that new generation. Your book must show compelling examples of how brands can exploit the digital space.
Heck, maybe your book shouldn't even be a book, but a website or a CD.
(Having said all this, you've got to show you can do all the traditional media as well. So yes, your 'book' still needs to have lots of great print work, and the odd TV ad, if you want a job in a so-called above-the-line agency).
But more and more you need to demonstrate how to reach consumers in new ways. That means new media, events, ideas for mobile games, TV shows, crazy shit... maybe even new products.
And above all, digital.
ADDENDUM. In case it's useful information for any young teams out there, the most recent student book that my partner and I have recommended to the creative director here looked like this: 9 campaigns, with a total of 21 print ads, 2 TV ads, 6 digital executions, and 31 (!) executions that are ambient/ new products/ crazy shit. Maybe there were a few too many of those. But you get the idea.
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish