Ejemplo de un portafolio de un Copy

Who is Julián Triana and what does he do?

Julián Triana is a leading copywriter and publicist based in David Bogotá. With more than 8 years of experience in advertising agencies, Julian has specialized in copywriting, and currently shares his knowledge with those interested in this area. Throughout his career, he has developed a robust portfolio that serves as an example of how to present copywriting work effectively.

How to build an effective copywriting portfolio?

Creating a copywriting portfolio can be a challenge, especially when the text and idea must shine over the visual elements. Here are some practical tips:

• The headline is crucial: Make sure your most prominent work headlines your portfolio. This helps grab the attention of the reviewer right from the start.
• Select relevant cover pages: Project cover pages should reflect not only the visual content, but also the strong textual component.
• Focus on conceptualization: Make sure that any piece, whether it's a film, campaign or ad, demonstrates strong conceptualization and highlights the text.

How do you balance text and graphics?

The balance between text and graphics is critical. Although visuals are an integral part of many campaigns, text should be the protagonist in a copywriting portfolio.

• Guide the conversation to the text: During interviews, focus the discussion on how the text defines the idea and not just on graphic elements.
• Clear definition of the idea: Include the title of the idea and a one-sentence definition so that the essence of your work is understandable without relying on visuals.

Case studies highlighted in Julián's portfolio

Campaign for Aeromexico

In collaboration with Ogilvy, Julián worked on a campaign during Trump's presidency, where the discourse was to close borders. The core idea was based on offering discounts to people with Mexican DNA, highlighting the unexpected genetic connection to Mexico. This innovative approach not only resonated locally but went viral, engaging many influencers and personalities.

• Research and copywriting: The success of the campaign lay in a well-crafted script that allowed people to understand and connect with the idea.

Campaign for Spotify Colombia

In this local campaign, the creative use of Colombian language, such as the expression "qué chimba", was key. The text was the protagonist, allowing consumers to connect with the narrative.

• Contextual puns: Examples such as "qué chimba que empieces en Provenza y termines en un PH en el poblado" show how the text uses cultural references to resonate with the audience.

What recommendations does Julian offer for creating a writing portfolio?

• Include collaborations and give credit: Acknowledging the work of contributors and graphic designers is essential. Don't hesitate to include a fact sheet to give credit to everyone involved.
• Leverage teamwork: Agencies often look for creative partnerships, so showing effective collaboration can be the differentiator.
• Don't be afraid of visual design: Although text is the focus, you can, and should, use graphic elements that complement and enrich your portfolio.

The art of creating a copywriting portfolio lies in highlighting your textual skills while collaborating effectively with graphic elements. With these tips and examples provided by Julian Triana, you have a clear guide to build a portfolio that not only speaks of your talent, but also impresses potential employers. Go ahead, optimize your presentations and may creativity always be with you!