It's crucial to "think big, to find one idea that can be done in" multiple media, says Mr. Arzu, whose degree is in advertising design. "It's just that one idea that's so big that it can go [on for years]. And that's when you know you have an award winner."
"Now more than ever, the idea is paramount, and it's not so much can you write a funny television script, can you design a page really well," says Jeff Cooper, who teaches ad design at FIT. "First and foremost, can you come up with a really compelling idea that can be used in any medium?"
Fashion Instit. of Technology
* Graduated this spring from FIT
* Snared art director job at Wieden & Kennedy, N.Y.