Raul Castro’s was the fullest house, followed by Mon Jimenez’s.
Lawin Bulatao’s was one of the most memorable, perhaps because he kept using food metaphors during dinnertime.
Melvin Mangada’s continued a tradition: it was a talk he heard as a young creative.
Steve Clay’s went on til 10pm.
These are the RAW SCHOOL talks, part of a 22-session syllabus for the industry’s fresh meat, organized by the Creative Guild’s Director of Young Creatives, Publicis JimenezBasic’s Third Domingo.
Aimed at training creatives to become globally competitive, the syllabus goes beyond craft to tackle business realities: handling your boss, selling your work, coping with frustration and dealing with clients. The speakers are the industry elite—people it’s tough to even get an interview with, let alone a 2-hour session.
Each session also features an assignment, with the brief issued days before. Students bring their ads to class, and the speaking CD critiques them before choosing the top two or three. Each week this results in a frank assessment of the ads before the creatives behind the "winners" are revealed.
By forcing young creatives to prove themselves every week on a level playing field (same brief, same CD, anonymous submissions), RAW SCHOOL provides a rare if slightly brutal confrontation with one’s creative limitations. To hear your idol demolish or just plain ignore your work can hurt. But as the series’ memorable posters say, "A little bleeding only means it’s working."
At midterm, Principal Third is satisfied by the enrollment levels: about 35 regular students, and plenty of walk-ins. A class president has been chosen, and a few creative stars are emerging. There are Facebook and Multiply groups, even an unofficial blog.
Will the cash-strapped Guild make some money? Will there be friendships, hook-ups or breakups? At each session, it is encouraging to see young creatives trickle in, tired and tightly wound yet ready for a shot of inspiration before staggering back to one more night of overtime.
Ask after the absentees, and youíll hear the same things: "May trabaho!" "May pitch!" "Wala pang tulog!" (Working! Pitching! Still hasn’t slept!)
Oh, to be young and in advertising!
***
"Hilaw. This is the literal Filipino translation of the word “Raw”.
I find this funny because this is also the same term usually used to describe advertising newbies who fail to meet the discerning standards of their Creative Directors. When your boss says you’re “hilaw” (usually with a raised eyebrow), it painfully means that you [lack] education, training, or experience. And when your work is called “hilaw”, it means you didn’t mentally process it enough or it was not executed to the fullest potential of the concept.
Which is why it is even more uncanny that the latest series of advertising seminars by the Creative Guild of the Philippines is known as the Creative Guild “Raw” School."
Read Jonah Brocka’s summaries of selected RAW SCHOOL sessions at http://brocka.multiply.com/journal.
***
Here are the remaining RAW SCHOOL sessions. Classes start at 6 PM.
Nov 27 Meet The Superstars: Droga, Thaidumrong, Cabral, Sarmiento et.al. by Tonypet Sarmiento (F Word)
Dec 4 I Can’t Hear You: Bringing Radio Scripts To Life, by Vic Icasas (HIT Productions)
Dec 11 From Storyboard to Film to Fame: Sid Maderazo (88 Storey)
Dec 18 An Inside Look at Awards Shows: How Important to Business and Career, by Dave Ferrer (F Word)
Jan 8 Hitting By Not Aiming: Ways to Enrich Your Creative Reservoir by Tanke Tankeko (Il Ponticello)
Jan 15 IRON CREATIVE II: Three Young Kidlat Teams VS E Demata, D Ocampo & Crew (F Word)
Jan 22 Office Politics: How to Get Your Way Early, by Tin Sanchez and Brandie Tan (Il Ponticello)
Jan 29 JOB UNFAIR: Where is the Best Place for You? By various Agency CEOs and ECDs (F Word)
Feb 5 GRADUATION! Pirate Me Party (F Word)
Sessions are P600 per single session, including two local beers. Discounts available for any 5 or 10 sessions. Reservations are not required,
but some talks get very crowded. To attend, text Vanne Tomada (893-1205/0917-538-3338) or just show up at the venue.
