Interviews in the creative industries are rarely straightforward. They’re part formal Q&A, part portfolio showcase, and part personality test. Whether you’re a freelancer pitching to a new client or a creative applying for a full-time role, the interview is where you prove that you’re not only talented but also someone they’ll want to work with day in, day out.
So how do you strike that balance? Here are the top five things you must do in an interview and the five things you should absolutely avoid.
The Top 5 Things You Have to Do
Sunita Chana
1. Research the Company Inside Out
Creative leaders expect candidates to come prepared. That means more than a quick skim of their homepage. Read their latest campaigns, learn their tone of voice, understand their client base, and if possible, identify their competitors. This shows that you care about their world and aren’t just fishing for any job.
2. Curate Your Portfolio
An interview isn’t the place to dump everything you’ve ever made. Select the few pieces most relevant to their work and explain the process behind each one. Employers and clients want to see not only your final product but how you solve problems, collaborate, and add value.
3. Practice Storytelling
Interviewers remember stories, not bullet points. Frame your achievements as narratives: what was the challenge, what role did you play, and what was the outcome? A well-told story about turning around a tricky client brief will linger far longer than a list of technical skills.
4. Show Enthusiasm (Without the Desperation)
Energy matters. If you’re visibly excited about their projects, it signals cultural fit. But enthusiasm should be authentic, not forced. Confidence paired with genuine interest will make you stand out.
5. Prepare Thoughtful Questions
The best interviews are two-way conversations. Ask questions that go beyond surface level, like: “How do creative teams here collaborate across disciplines?” or “What does success in this role look like after six months?” This proves you’re serious about how you’ll fit into their environment.
The Top 5 Things You Must Never Do
Matthew Mayes
1. Badmouth Previous Employers or Clients
It might feel cathartic to vent about a nightmare client, but it signals negativity and lack of discretion. Employers will assume you’ll speak the same way about them later.
2. Wing It on Salary and Rates
When asked about money, stumbling through your answer can kill credibility. Research typical salaries or freelance day rates for your role beforehand. Go in with a clear, confident figure and be ready to justify it.
3. Ignore the Soft Skills
Yes, your design or copy skills matter. But employers also want someone who communicates well, takes feedback constructively, and meshes with the team. Don’t focus so much on the “hard” skills that you forget to showcase collaboration, leadership, or resilience.
4. Talk in Jargon Without Context
Dropping acronyms or technical terms without explaining their relevance can alienate your interviewer. Tailor your language to their knowledge level, especially if they’re from the client side rather than the creative department.
5. Forget That You’re Being Interviewed from the Moment You Log On (or Walk In)
From the receptionist to the junior who helps set up your screen share, everyone is quietly forming an impression of you. Rudeness, lack of preparation, or looking distracted before the “formal” interview begins can sink your chances before you’ve even shown your work.
Final Thoughts
Interviews are stressful, but they’re also opportunities to tell your story and demonstrate your value. If you focus on preparation, enthusiasm, and clarity (and avoid the common pitfalls that sink even the most talented creatives) you’ll walk away with a far stronger chance of landing the role or the client.
In short: do your homework, curate your story, and bring your best energy. Don’t let nerves or unforced errors undercut your talent and remember, in the creative industries, interviews are as much about showing who you are as showing off what you can do.