Most creatives wait around for opportunities instead of creating them. They scroll, they daydream, they think, “If only [insert dream client] would give me a chance…”
But here’s the truth: the fastest way to get hired by your dream client is to make work for them before they even know you exist.
The First Time I Learned This
When I first started out, I thought talent was a magnet. Thought if I had enough of it, clients would somehow find me, like bees to honey.
Spoiler alert: nobody came.
So then you may ask…what did work?
I started dreaming up my own concept projects. Mock logos. Fake packaging. Imaginary campaigns.
And here’s the added bonus: once I started showing that kind of stuff, my portfolio didn’t look like a scrapbook of odd jobs. It looked like proof.
Like I’d already been hired to do the exact kind of work I wanted.
The Problem Most Creatives Have
They wait.
They wait for permission.
They wait for someone to notice their “potential.”
They wait for the call that never comes.
And in the meantime, they fill their portfolios with work that doesn’t line up with their dreams. Projects that are all over the place in different areas. Then they wonder why no one’s reaching out.
Why Concept Work, Works
Concept work flips the script.
It says: “I don’t need your permission.”
It says: “I understand your brand.”
It says: “I’ve already done the job. Now you can trust me to do it again.”
It’s proof. It’s taste. It’s initiative. And it makes a client feel safe putting their chips on you.
When you do concept work, you’re not practicing anymore. You’re stepping up. You’re positioning yourself as a peer. You’re saying, “Look, I speak your language. I get it. LET’S RIDE!!!!!”
Some Examples to Steal
Music → Make a cover for your favorite band’s next album.
Sports → Redesign a jersey or team logo like you’re already in the locker room.
Packaging → Rebrand the coffee bag sitting on your counter.
Fashion → Mock up a mini-campaign for a label you’d love to work with.
Concept work doesn’t cost you anything but time and courage. And here’s the secret: it is real. If it looks like proof, feels like proof, and lands like proof… it’s proof.
**BONUS TIP**
Create a video & post it on ALL social media platforms showcasing your concept project.
Proof Beats Potential
Clients don’t buy “maybe.”
They buy “already.”
They want the safe bet. And the safe bet is the person who’s already shown them the goods.
Concept work is how you close that gap. How you stop waiting on luck and start steering your own wheel.
This Week’s Assignment
Pick one dream client.
Make one piece of concept work for them.
Post it. Add it to your portfolio.
That’s it.
Sending Creativity,
Carson