The downsizing of ad agencies continues to propel more talented commercial creatives and producers into the ever-swelling freelance market. Not that it’s a bad thing, as it appears that the freelance business is actually pretty good.
One of those thriving freelancers is Jessi Dana, who left DDB in late February, 2009 and has been freelancing for Y&R ever since.
Dana is the first in the Reel’s interviews with advertising professionals in Chicago’s freelance sector.
REELCHICAGO: How’s business?
JESSI DANA: Great. Booming in my world. I’m pretty much working all the time, but I love it and am grateful for the work.
Currently, I’m the Sears Holiday Promo producer. This holiday season we’re knocking out around 40 different spots before Christmas. The campaign is “Be the Santa You Want to Be,” and Optimus is handling all the graphics and editorial.
THE REEL: Do you work for other Y&R clients?
DANA: Einstein Bagels, Bonefish chain of restaurants and Giant Eagle Food Chain, too, but 90% of my work is Sears.
THE REEL: What’s the advantage of working freelance?
DANA: Being able to have variety in what you do and keep expanding the types of assignments. It alleviates you from getting pigeon-holed.
THE REEL: Can you give a couple examples of signature work?
DANA: McDonalds No Fry Left Behind and Field Museum?Mythic Creatures Campaign, both on the 2009 Cannes Shortlist.
Another was the Field Museum Mythic Creatures outdoor projection campaign that was one of the most rewarding and toughest productions I’ve ever produced. My team and I had to act as the agency and the production company, due to a small budget. This was a bare-bones production, and we left all the frills at the door. We were told we couldn’t pull it off, but we did. It was a huge success and won and won the 2009 Mobius best of show award.
THE REEL: Regular collaborators?
DANA: I like to work with different vendors; there’s plenty of work to be spread throughout the community. I pick my vendors based on the assignment and pinpoint what’s driving the Creative. Then find the best companies with that skill set to brief.
Based on their treatments, my team and I collaborate on whose approach was strongest. It’s fair, and I believe leads to the best final product.
THE REEL: What’s the biggest challenge you’re facing lately?
DANA: I’m pretty happy and love my team. Maybe work/life balance??
THE REEL: What trends are you seeing in the market? DANA: Smaller budgets with the same expectations. We have to be more nimble and work within the scope of project. Clients need more elements for internet, etc.
We need to be responsive from an agency/production standpoint to figure out how to get them the assets they need within their budget, without comprising the quality or the integrity of the work.
THE REEL: How are you adapting?
DANA: I’ve grown up in this era, so I haven’t had to adapt that much. I was raised in this industry to think about how to integrate on many platforms and think outside of broadcast.
THE REEL: How does next year look?
DANA: I’m pretty sure it looks good. However, I work more on what today and next month hold for me, rather than next year. If you work hard and like what you do, you’ll be presented with great opportunities. I’m not worried.
Dana’s phone is 847/721-1936; Email, jessidana@gmail.com. See
