A ‘Too Nice’ Critique is Useless
John St., an agency partner of Miami Ad School Toronto, brings the ultimate nightmare critique to life.
Sometimes it’s cruel to be kind.
It’s understood around Miami Ad School that the best students always love the hard teachers. These instructors don’t need to be mean—who wants that?—but they need to be able to say, “That sucks. You're better than this. Why don't you try...” when the situation calls for it.
As a budding creative, one of the most important things to learn is which idea is good and which isn’t. The best creatives are their own harshest critics, pushing themselves to do better each and every time. But, before a writer, an art director, a designer or photographer can do this, they need the guidance of someone more experienced that will say, “You must go further.”