CC: And great for the labels too! What projects have you won via CC?
AK: “I did a promo animation project for Sony Music. A new website for Sarm Studios, and most recently I was chosen for Steve Lawler’s VIVa Music Ibiza Campaign - I actually pitched twice! My original pitch - a 3D concept - was rejected, so I revisited the brief and pulled together a street art inspired design more suitable for print and the brand.
“It just goes to show that you need both creativity and tenacity to succeed.
“It was worth the effort. I’ve really enjoyed working with VIVa so far, creating content for their social channels to promote Steve’s VIVa Warriors night at Sankeys in Ibiza and events worldwide”
CC: Well worth the effort of pitching twice. What’s your pitch strategy?
“I try not to spend too long on a pitch - enough time to illustrate my concepts and direction on a project. I draw inspiration from the brief, pull images, photos, sketches into a mood board. Then I spend some time creating style guides or frames using any assets provided.
“I reckon I’ve won around 1 in 4 of what I’ve gone for [he does some quick sums, works out it’s actually 28%) I don’t go for everything, just the ones that strike a chord somehow.”
CC: What sort of ROI are we talking, overall?
[He does some quick sums] “Well, in cash only terms, 4400%. But if you factor in taking a half day for each piece, and hypothetically paying myself for those days, then 320%. That’s pretty amazing isn’t it?”
CC: It certainly is - might be a New World Record! What about the ones you don’t win? How do you deal with that?
“I always try and get feedback, so I can learn from it. And I like to think positively: I may not have got the gig, but at least it’s something new for the portfolio or a new skill learned. There have been a few disappointments along the way, but it’s not all doom and gloom.”
CC: Did you have much music industry experience prior to CC?
“I’ve done graphic design and web projects with a few independent labels and music management agencies, such as More About Music and DJ Voice. I produced a promo video for Fabric London in 2014. I always wanted to work within the music industry, CC has really helped me expand on that.
CC: What next for One Ten Eleven?
“I’m currently working on a new website, it’s something I have let slip as I’m always so busy with client work and pitches, my portfolio seems to fall by the wayside. But something fresh is on the way.
“I’m looking to break into creating music videos - that’s where the big ideas are. I’d love to explore mixing video with 3D. I’m planning on pitching for a few this year so lets see what happens.
“I am constantly exploring new techniques, and ways to expand my skill set. I am challenging myself to 36DaysOfType this year. Take a look at my entries on Instagram.”