SCA is all about making choices – By @ritarriera

Marc lewis | July 15, 2018

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By Rita Riera


SCA is all about making choices



I think we all agree -current and former students- that SCA is a wild year. I feel is like one of those towel-cubes. Those that are really tiny but when you wet them they become big towels and they’re never going to come back to the original shape again. And then you look at that towel and think, did that fit there?


Many things have changed in my life since I started SCA, almost everything around me. And I could talk about all the things that have happened or what I’ve learned from them but I’ve realised every single one of them can be simplified to this: learning to make choices.

Should I trust this mentor if my gut says the opposite?

Should I put effort in every brief or pick my battles but feel embarrassed in front of a client?

Should partner up with someone or be a foreign single with not great copywriting or art direction skills?

Should I focus on new ideas in my book or making the ideas that I already have better?

Should I visit more agencies but have less time to work?

Should I tailor my book to the places I want to work for or put the work that I’d like to make?

Should I go to bed late, wake up early in the morning or both?

Should I go back to Barcelona for Easter or stay?

Should I make posters or not?

Should I pick my top agency by their ECD and CDs or by their work?

Should I book my holidays or wait to see if I can start placement as soon as possible?

Should I extend my tenancy agreement although nobody has given me a job yet?

Should I just pursue my dream agency or be more open?


I guess what I’m trying to say is that SCA doesn’t make you a different person. It pushes you to take decisions that will change who you are and eventually change your life, but it is always yourself that triggers that change. Nobody makes you go to bed late or speak less to your home friends or obsess with that piece of work that is not as good as it could be.

SCA is like an incubator that contains the exact amount of different components to help you make your own choices and grow.

But at the end of the day is all in your hands.