In our second industry interview we spoke with Tim Buesing, Creative Director at Publicis Mojo. Tim has already been a guest teacher at Tractor for the Graphic Design course, and we’re excited to have his involvement again in the new Digital Design course.
1. What do aspiring designers need to know about working in a digital studio?
You need to know that ‘studio’ can mean different things and make your choice accordingly. At a major advertising agency (like MOJO) the studio is very design and production focussed. Art Directors give strong direction and ultimately decide on and approve the work. This can be good for honing your skills and becoming really professional at using your tools. It will also teach you discipline with your time and lets you learn the bigger context. A smaller studio will probably not make that differentiation and ask all designers to come up with more holistic solutions. That means the juniors will have more influence on the ideas within the design. While that on the face of it sounds attractive, it also places pressure on a junior to come up with a good communication idea as well as the design for it.
2. What are your thoughts on designers learning code?
Learning code is only helpful to a certain degree. If we are talking basic flash functions that make a banner animation run, yes. If it means coding for what a website looks like or how an application works, then it is a waste of time. Unless you are good at splitting your personality every couple of hours, you will end up a mediocre designer and mediocre coder.
3. What sort of work would you like to see in a junior designer’s portfolio?
It is important that juniors show they can execute a variety of formats and styles. If it is all ‘cutesy illustrations’ or ‘grungy street posters’ - well, that doesn’t really reflect what is normally going on in an agency. At the same time I would like to see what they are really good at. If you are a type nut, show it upfront. Site design can be ‘hypothetical’, meaning it doesn’t have to be coded and live. Because most haven’t worked much in a professional context it holds them back to just show ‘real sites’. And condense the portfolio - don’t stuff weak projects into it just to hit 20 pages.
4. What drove you to be part of Tractor’s digital course?
Australia needs a whole lot more talented and well-skilled creatives. Especially the digital sector is growing faster than unis and colleges seem to be able to supply graduates for. Additionally, Australia’s educational institutions make the digital courses seem less attractive, less ‘creative’ than print or corporate design. I think it has to do with teaching too much coding and software skills.
5. What do you think the digital design industry will look like in five years?
I hope we will have more independent, strong and sizable creative agencies, like they do in London and New York. They are mostly the ones setting the bar higher, by being more agile and coming up with innovative solutions. Hopefully some more Aussie expats return from those places as well to infuse the market with some outside influences. The competition among agencies for attracting and retaining really good talent will be the same as it is today: fierce.
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I hope that the future courses will keep attracting more young professionals with 1-2 years experience. The output will benefit when young designers have had that reality check already. They can then build on it, maybe change their approach and direction and ask the tutors more profound and challenging questions.
www.tractordesignschool.com.au
