"THE GOLD MINE IGNORED BY DESIGNERS"
by Andre Caputo
A practical guide for all designers who dream of making an independent life serving the world’s largest consumer goods multinationals.
ENGLISH VERSION
"The Gold Mine Ignored by Designers"
VERSÃO PORTUGUÊS
"A Mina de Ouro Ignorada pelos Designers"
Here you can see a glimpse of each chapter of my e-Book!
I decided to write this ebook in order to share with you my trajectory and strategies I have developed to achieve international success creating 3D images for the consumer good market. My goal is to inspire other artists to pursue their dreams.
So, if you’re an artist who loves creating product images for packaging and advertising or want to learn how, this book is for you. Also, if you are an artist/designer dreaming of an independent career, responsible for major clients around the world, this book is for you. And besides, if you want to break down barriers for your work to be internationally recognized and see your income increase exponentially, read this book carefully and take notes.
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Just to present myself, my name is Andre Caputo, I’m a 3D artist, expert in 3D products and graphic designer. Regarding my background, I started my career as a graphic designer in a design agency in 2003. After one year at that design agency, I became an art director in advertising agencies. The main ones being: Ogilvy and Y&R (NewComm Group).
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The first strategy I would like to highlight here is to set our mindset for success. I remember that when I decided to be self-employed, I had to overcome many obstacles in my mind. Whereas at that time it was not a favorable time in my life to take risks, especially from the perspective of others. I had just been fired from the company I worked for, my daughter was two years old and my wife was pregnant with my second child and not working at the time. However, I dreamed of having my own studio and working only with 3D, although I still didn’t have a client base. It might sound crazy, but I knew I had worked hard for years to be ready for this moment. I had something going for me, I deeply believed that I had the potential to develop 3D images like the great artists of the time, and I wanted to get out of my comfort zone and improve the quality of my 3Ds.
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I have always been passionate about illustrations since my childhood. So much so that I enrolled in a graphic design course at a university in São Paulo, Brazil, around my twenties.
As I needed to pay for my studies, I started producing my own portfolio even before I graduated to be hired by an agency. After a few months looking for a job I was hired by a small design agency, but with a high quality portfolio in São Paulo.
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Here are the strategies that I used to start my own busisness.
Personal brand
As a good designer I knew that presentation was everything. So, I decided to invest in good communication material, such as a personal brand on my website, an online portfolio and business cards.
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International Jump
When I finally reassembled my studio at home, I decided to change my strategy, since I was about to change countries, culture, language and market. So, I again adopted my name as my brand, but without the “studio”. From that moment on, I wanted people to know my work by my name.
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Now that it’s clear that the international market is where your biggest opportunities are, and where small and multinational companies will know you by your name, especially on Behance, let’s start laying the groundwork.
1. Starting a Business
Remember that the actions you take and the energy that flows through after you complete your actions are very important. It’ll give you a sense of achievement, and will prepare your mind for receiving new jobs.
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1. Personal Brand
Now that you’ve established the legal foundation of your business, it’s time to put a good face on it.
Apply your identity to all points of contact with the customer you can, such as: email signature, quotes, invoice, We Transfer, Behance, posts on social media etc.
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As I said earlier, Behance is the tool you should adopt to get your work published worldwide. As such, it’s important that you fill in your profile information strategically, and I’ll give you some tips below.
Top Image
Choose a concept photo that best expresses what you do and the essence of your personal brand.
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What segment of the consumer goods market are you in? Are you satisfied with the recurrence of jobs? Does your work demand increase as you add new work to your portfolio? If not, something is wrong and you need to act if you want to grow.
Based on my experience since 2011 in the consumer goods market, I concluded that this is the market with the highest demand for work for 3D artists. Companies to remain active in the market, launch products every year.
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More and more, the market is getting used to work with 3D artists and understanding the process involved in creating an image. This is very positive for us 3D artists who value the organization of the process of each project. However, considering that we serve the entire world, there are many companies that still need to understand how this process works. For this, it is important that we help these companies to request a quote beside a clear and complete briefing.
The information that you need before sending a quote for images (still)…
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By positioning yourself as an independent 3D artist in the international market, you will start to receive contacts from clients all over the world.
The first time, it’s usually a mixture of feelings like extreme happiness and fear. We are happy that someone from outside the country has noticed our work, but at the same time we are afraid of not knowing how to deal with this new situation. We can be insecure about our English and whether we will be able to meet customer expectations. But we were very happy because there is the possibility of opening a client abroad that will pay us in dollars. So how can we deal with these emotions?
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As you improve your portfolio, you increase your work demand, and with that you start to need collaborators. I usually put some rules in this practice because I think it’s fair, ethical and responsible on my part.
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Today I look back and see how our life can be transformed from water to wine when we dedicate ourselves and believe in our potential.
I have been studying new tools to further improve my quality of work and thus be able to deliver something even better to my clients and students.
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This e-book is a brief manual containing very important and useful information that will help you clarify your doubts regarding this international consumer goods market. This content is based on my experience as a professional 3D artist since 2011 walking independently in this market. Since 2016 in the international market, and today serving more than 45 countries.
Just to be clear, creating a 3D image is a continuous learning process, with new challenges and constant growth. I continue to develop the best methods and strategies to succeed in my 3D images in order to increase my workload, mainly with multinationals.
I hope this e-book helps you in your progress, and also prepares you for a new phase of change, maturity and even more confidence in yourself.
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