My Journey Toward Becoming an Art Director

When I was in college, I bought the domain name aaronsmet.com. It was one of the best decisions I ever made. This website has given me a platform to create in secret. I have filled it with photos, videos, articles, posters, and drawings for years. In doing so, I have sharpened my skills through various mediums. Little did I know that this was my first step toward becoming an art director.

The Ordinary World

At 23, I started my career doing search engine optimization at a web hosting company in Wilsonville, Oregon. Back then, I didn’t know I wanted to become an art director, nor did I know that job existed. By day, I worked in an office; by night, I worked on my website. I was so proud of the content I created for my website. I would show it to my colleagues whenever I had the chance. Often, I would spend my entire weekend coming up with new ideas and content to put on it. Eventually, I wondered if SEO was what I wanted my career to be. I even imagined myself possibly becoming a digital marketing manager someday. I realized that I either wanted to continue working in digital marketing at another company that paid me more or try my hand at advertising. I could see myself in both. Deep down, I always knew I wanted to be in a work environment where my creativity was valued, and I could be my unrestrained self. I didn't think a digital marketing agency could offer me that.

The Call To Adventure

One fateful day, I looked at my website and felt completely exhausted. I remember thinking to myself; it’s hard being a one-man show. I wish I had a team. Every piece of content was handcrafted by me - every design, every word, every layout. The pressure I put on myself to create had become overwhelming. The reality is that there are limits to my creativity. There are some mediums like anime or poetry that I may never be able to master, or at least to the high standards I set for myself. But then I came across a little-known website called Fiverr. With the click of a button, I hired a freelancer in the Philippines to create a chibi character. Within a few days, he created the exact chibi character I had imagined. That was when I had my “aha” moment. I realized that I didn't have to create everything on my own. I could present my ideas to creatives worldwide, and they could take my ideas to the finish line. Then, I realized I was meant to be an art director.

Refusal Of The Call

Once I realized I wanted to become an art director, I immediately thought I would first have to work as a professional graphic designer, videographer, or photographer for many years. This troubled me because I had an aptitude for these mediums, but I never felt I could become good enough to be considered a high-tier professional. Thankfully, I learned that being an art director was its own job. It turned out that people go to school to become art directors.

Meeting The Mentor

In 2018, I contacted an art director who caught my eye on LinkedIn. He graduated from the University of Oregon and worked at an advertising agency in Portland. He was a little older than me and got a job as an art director right out of college. I asked him if he could take a look at my website. He did and sent back a response.

What’s good man! I appreciate you sending over your book.

Overall: Right away it’s unclear what your specialty is. We know you said you identify more as a hybrid AD/CW, but it’d be good to pick one and roll with it!

Art Director would be appropriate based on the work in your site. It’s almost like you have too much going on / are wanting to be everything. Those skills are amazing to have, but you can see how that can slow recruiters down from understanding what it is you want to do? 

Projects projects projects. You need more projects! You seem to have some good stuff in terms of artwork, writing, photography, videos, etc, but agencies will want to see how you think — how you tell stories through different media. We’d recommend splitting up your site into these sections: Work. Personal work. About. You can have fun with it too! For example: Main Hustle. Side Hustle. Who? 

Track + Posters: This doesn’t show much in terms of work. With your “Track” and “Posters” section being the first two squares in your book, it gives off the vibe that you’re really into yourself. I would recommend getting rid of Posters and adding your Track writing to an “About Me” section and elaborate on how track relates directly into your creative process. You come from a unique background and should definitely talk about that! 

Hawaii / Daylife / Nightlife / Moments / University of Oregon: This all can be under its own section of photography! We’d recommend looking through Art Director portfolios and seeing how they lay out their books, storytell, and package their projects. VCU Brandcenter, Miami Ad School, The Creative Circus are all good ones to check out. 

I hope this helps man! Go make more projects.

Crossing The Threshold

I took his constructive criticism to heart and changed my website to appease the eyes of recruiters. The main takeaway was that I needed to do more projects. Here are the steps I followed.

1. I restructured my website.

2. I looked at other student portfolios to get ideas.

3. I hired people on Fiverr to help me execute more projects.

Tests, Allies, and Enemies

Enemies: COVID 19

In the summer of 2020, I applied for several summer internships at agencies in Portland, but many ended up being canceled due to COVID-19. It was very disheartening. I thought perhaps I would have to wait another full year to get my first internship/residency experience. Fortunately, Wieden + Kennedy sent me a follow-up email.

Allies: Wieden + Kennedy

I attended all 7 webinars.

Tests: Vaynermedia

In October 2020, I was browsing LinkedIn when I saw a post from Gary Vaynerchuk. He was asking for all content creators to apply. I immediately filled out the application. Two days later, a VaynerX employee contacted me and informed me that the team liked my creativity. He asked me to complete the following assignment by the end of the week. 

So that’s what I did. I created several pieces of content and submitted the links. Two weeks passed and I didn't hear anything. But then I got an email from Andy Krainak.

Hey Aaron, your content submission really stood out to us and I’d love to schedule an interview with you. Would you be available tomorrow at 11:30 am ET?

Tomorrow works great! See you then!

On the zoom call with Andy, I felt an immediate disconnect about my website. You see, my website is set up like that of an Art Director. Some of the content was commissioned. I explained that all the content I submitted was created by me. He concluded by saying I was an Art Director & Copywriter hybrid and then we said our goodbyes.

As you can imagine, I wasn't sure if I was going to get the job. But hey, I've never interviewed for an advertising agency before and my first time was with VaynerMedia! That’s pretty amazing!

A month went by and I thought that was the end. But then I received a follow-up email from Andy while I was thrifting at the Goodwill Outlet.

Hey Aaron, hope all is well with you! There’s now an open creator role that I think you would be a great fit for and wanted to see if you’d still be interested in the position? If so, the Creative Directors are available tomorrow for a second interview, just let me know.

I accepted the invitation.

The role was for the Associate Creative Director position on the Gillette campaign. I had a zoom call with Jamie and Evan and really enjoyed that interview. It was so refreshing talking to two Creative Directors who knew exactly what I was doing with my website. We went through each project on my site and talked about what I consider to be good writing. I felt amazing after that interview! Unfortunately, I never heard back from them. Although the job would have been nice, the journey of becoming an art director has been exhilarating! I am grateful because I will use these two interviews to better position myself in the future. Their analysis of me and my website helps me better understand how people in the industry view me. That is what I call valuable information!

TAking a Break

After that interview, I picked up another SEO job and started working for 2 SEO companies — one on the weekends and the other during the weekdays. I did that for a year and a half. Even though I was hustling as an SEO strategist, my dream of becoming an art director remained.

Tests: The Kennedys

While following the W+K Instagram account, I saw a post telling me that they were hosting a creative incubator program for a few talented creatives with no advertising experience. The application entailed answering 5 questions.

1. What are you?

2. Can you show us how you’re rich?

3. Can you create a character and introduce us to them?

4. What would you like to make that you don’t have resources for right now?

5. How would you make an object in your bedroom famous?

Unfortunately, I was not accepted into the program. My answers to the questions can be viewed here.

DMing Founders

Eventually, I ended up losing my two jobs at the two SEO companies I worked for. It was then that I decided to change career paths. I took this as a sign from God that he was cleaning up my schedule so nothing would get in the way of my job search in advertising. I looked at job postings from my favorite agencies in Portland and saw that I didn't qualify for any of them. This was due to the fact that I had no work, internship or schooling experience. What do you do when you're trying to get into an industry you don't have any qualifications for and aren't ready to wait for summer internships? You DM the founders on LinkedIn and ask for interviews!

Hi ____,

My name is Aaron Smet.

I'm looking to make a complete 180 degree change in my career.

Specifically from SEO Specialist to Art Director.

I never went to advertising school but I think my portfolio website shows potential. https://www.aaronsmet.com/

If there are any opportunities in the Portland office, let me know.

I'm ready to start at the bottom and hustle.

For your consideration,

Aaron