Jury Q&A • Vol. 5
The ADC Young 11 Call for Entries closes on June 16. Below you’ll find a Q&A with some of the jurors for a bit of insight on what they will be looking for when reviewing entries.
YG8 • MICHAEL FREIMUTH
How did becoming a Young Gun ‘LEVEL UP’ your life/career? Directly, it played a role in working with Stefan Sagmeister and helping me launch my company, Franklyn. Indirectly, it’s given me a network of colleagues and friends that happen to be extremely talented. I can also count on dropping in at a YG’s studio almost anywhere in the world on a moment’s notice, just ask Ian Wharton (YG8)… It may not be quite like having a Black AmEx Card, but it can’t be that far off.
When you entered Young Guns what do you think made you stand out? What did you enter? I’m only slightly embarrassed to say, I entered three times – and got in just under the 30 year old wire. I’m not like some of our rockstar 22-year-old winners who got in on the first try… so I may be in a unique position to answer this one. My first pass was too corporate. I thought a big client name (IBM, Motorola) might be attractive, but in retrospect that wasn’t enough and the work wasn’t that interesting. The second time I may have gone a little too boutique, (read: silkscreen posters and illustration heavy), when really my strengths are in my breadth of work. Third time was the charm, thankfully – my work was a mix of my most creative professional client work, favorite personal projects and one or two pieces that put me out on a limb (an app and a series of flatware designs).
What will you be looking for as a juror? I’ll be looking for opinions. Individuals who are actually trying to change something in the world or say something of importance. I also look for breadth and depth in an entrant’s work. Is she or he flexible, or are they style-driven? My personal favorites are the folks that are doing several things, and clearly doing them well… when you catch a glimpse of a methodology that’s going to carry someone for decades, as opposed to just through the next fashion cycle.
How are Young Guns different today compared to a year ago? 5 years ago? I see more diversity in backgrounds today. The competition used to be primarily about graphic designers by default, look at our YG1’s (who are amazing, by the way). Today its not only designers, illustrators and photographers – but product designers, developers, fashion designers and interior architects. The term ‘Art Director’ in ADC may even be a little misleading for the most recent YG’s, we’re much much broader than that today.
What excites you about the current creative climate? The heightened mixture of entrepreneurialism and creativity. Look at Airbnb, Behance or BestMade (and that’s just the top of the alphabet) – all either founded by creatives working with business counterparts, or vice versa. There are so many opportunities for creatives to no longer just ‘add value’ to brands, but literally build life-changing, societally-impacting products and services… that’s exciting to me.
YGX • EMILY MACRAE
Complete this sentence: Young Guns entrants would be more successful if they….showed personal work as well as commercial. And only show their strongest projects, quality over quantity.
What will you be looking for as a juror? Intelligent ideas I wish had been mine.
What excites you about the current creative climate? Thanks to the internet, you don’t have to live in an area with a strong arts culture to be inspired and see what’s out there. It doesn’t beat experiencing it for yourself, but it’s definitely a good start.
Define a winning Young Gun entry in three words. Makes me salivate.
YG5 • LEIF PARSONS
When you entered Young Guns what do you think made you stand out? What did you enter? A large range of approaches to projects, combined with some “odd” conceptual approaches…
How would you compare your current work to the work you submitted when you became a Young Gun? For part of my practice I have gone way off the deep end and am making art drawings and sculptures, when I submitted I was really only approaching work as a direct problem solver.
Complete this sentence: Young Guns entrants would be more successful if they….submitted quality over quantity, one off project can put your entire thinking into question.
What will you be looking for as a juror? Surprises.
What excites you about the current creative climate? The mixing of fields, art blending into industrial design and back again for example (as long as it does not become an excuse where work does not quite fully function in any world.)
YGX • DARK IGLOO
When you entered Young Guns what do you think made you stand out? What did you enter? Diverse work, killer ideas, solid execution.
How do you define a Young Gun? What separates them from everyone else? A Young Gun has fired & misfired a thousand times. The award is recognition of hard work and experience during the competitive gambit of your early career.
Define a winning Young Gun entry in three words: Passion, Execution, Vibe