Alumni – Romane Ruskoné, Freelance Artistic Director: “I like this autonomy, being able to choose my projects and my clients”

You work freelance and for agencies, is your approach to work different? 

I work as a freelancer whatever the client, whether it's a big agency, a start-up or an individual. My approach is necessarily different because the expectations are not the same, but I always try to have the same rigor and the same creativity. 

An agency has a structure and teams that allow me to focus on “pure” artistic direction. With smaller clients, I also have to manage other aspects such as client relations, strategy, project management, production, etc. It is also an aspect that I appreciate since it allows me to have a global vision of my job.

What are companies specifically looking for when they hire your work?

They are looking for artistic advice, experience, rigor and a professional who listens to their needs.

What makes up the day-to-day of your job? 

There is a watch section to keep up to date with projects, exhibitions, films, series and books that everyone is talking about, but also more confidential news. There is also a bit of prospecting to diversify myself and find new clients. As a self-employed person, I also have to manage the administrative and financial aspects. But, on a daily basis, the part that takes me the most time is obviously artistic creation.

“I like this autonomy, this freedom of organization as well as being able to choose my projects and my clients. »

What are the difficulties to overcome in the creation of a freelance activity? 

As a freelancer, an assignment or partnership can end overnight. It means constantly looking for new clients, not giving in to stress and maintaining quality work. The administrative part is also part of this work. I was unprepared for it. So I had to invest a lot of time in the beginning for it to become a routine. 

What do you enjoy most about your current job? What do you like least about your current job?

In my current job, I enjoy the daily life of freelancing, managing my clients, my work and my days myself. I like this autonomy, this freedom of organization as well as being able to choose my projects and my clients. The flexibility of this status also allows me to have access to a balance between my personal and professional life. What I like least is the fear of not finding a new project, but this uncertainty is also exciting!

What is the most regular demand from brands in terms of branding? 

It obviously depends on what the customers want. There is no rule, but the most frequent requests are related to societal issues: inclusion, diversity, sustainability, ecology, etc.

Have you noticed a particular evolution / change in your work since you started?

I think I have gained serenity. The "precarious" reputation of this freelance work may be frightening at first, but I feel less and less of this pressure and this allows me to better balance my personal and professional life. I obviously gained in experience which allows me to be more efficient and to affirm my expertise as an artistic director.

Your advice for a student who wants to work in artistic direction?

In general, you have to persevere, believe in yourself, but work a lot. Internships are also very important since they must be integrated into a medium-term professional project and allow you to build the first bricks of your network.

What did you enjoy the most about your learning at the Intuit Lab School? 

The teachers are always accessible for discussion and orientation. They are also professionals who can give students a concrete vision of needs. I appreciated the human-sized structure of the school as well as the links with students and teachers that last after graduation.

Discover his projects on his website!