Get your best work together and put it on a video tape (NTSC or PAL, depending on where you’re sending it). Document what you’ve done on the tape, which models you made, what animation you did or did not do, etc. Usually, we can tell within the first 30 seconds whether to keep watching or not, so put your best stuff up front. We don’t care if there’s a soundtrack or not, I would prefer to hear you talking about what you are most proud of.
Our general rule of thumb is the bigger the presentation materials or packaging, the poorer the actual contents. (Unique box + cool folder + nifty stickers with your ‘logo’ on it + tons of sketches = lousy reel, go figure.) Of the people we’ve hired, most were just a simply labeled video tape, resume, cover letter, and another sheet detailing what they did on the reel. No fancy folders, boxes, or other little stuff.
Now render up some demo art (best thing to do is to render a screen that you think looks like a great game).
One trick I always suggest to artists is not to build what you see in current games. (I'm sick and tired of seeing Quake stone walls!) - Create something inspirational, a room that contains interesting architecture, static and moving objects, interesting textures, atmosphere and lighting.
A good example I give is when you walk along a street, if you past a boring old wooden park bench, you barely notice it... but if you were to walk past some interesting fresh new funky/cool park bench it would grab your attention. (That's what you want people to do with your demo...)
Personally, I rate artists by the WOW factor I hear from others when they see their work. If they all say "that looks weird" or "it's colorful" or "nice door handle" then that artist is not gonna be winning any awards.
Classy, inspired artwork is of HUGE value in getting people to show interest in your game.
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