Getting your portfolio noticed can feel like shouting into the void — you’ve poured your best ideas into those pages, but deep down you’re wondering: how much time does someone actually spend flicking through my work before deciding if I’m worth a chat or a hard pass?

Nick Hunter — Co-founder, CEO and Executive Creative Director of Paper Moose — knows exactly what it’s like on the other side of the inbox. He’s seen thousands of folios in his time and shared exactly what catches his eye… and what doesn’t.

The brutal truth about folio review time

Let’s rip off the Band-Aid: it’s probably less time than you hope. Nick puts it plainly: "Truthfully, no I don't spend that much time unless I'm looking for a particular role," he says. "I am moving my way through them fairly quickly because I need to see what jumps off the page to me."

He estimates around 12 folios land in his inbox every day. If he’s not actively hiring for your skillset, you’ve got moments — not minutes — to make an impression. Is that unfair? Maybe. But it’s also empowering — because now you know what you’re up against.

What makes a folio jump off the page?

So, what does Nick look for in that snap judgement? "I need to see what jumps off the page to me of a really unique way of thinking. I want to understand how your brain works totally differently to everyone else in the studio."

It’s not about perfect polish or ticking all the trend boxes. It’s about showing your unique mind at work — the creative detours, the unexpected links, the bits that make you, you.

Show what feeds your creativity

Nick wants to see more than just the final outcome — he wants to know what shapes your ideas: "What are your influences? What influences your creative process? Are you reading interesting things? Are you going to see weird fringe theatre? What's the thing that can shape your ideas in really interesting ways, or are you just sort of within mainstream culture?"

Your folio should hint at the bigger ecosystem around your work. Whether you’re obsessed with 70s album covers, underground zines or your neighbour’s pigeon-racing club — these are the things that make your work yours.

Don’t underestimate the power of humour

Here’s a tip that’ll surprise a lot of people: "Make me laugh. If you make me laugh then job 80% done."

Yes, Paper Moose does a lot of comedy work, so that resonates with Nick’s agency in particular. But there’s a universal truth here — humour shows you don’t take yourself too seriously, that you understand people, that you can connect. It’s disarming. And memorable.

Make your folio do the hard work

So, if you take one thing away: don’t panic about how little time you get — use it wisely. Treat your folio like a killer headline: it needs to grab attention immediately and make someone want to know more.

Be clear about what makes you different — not just what you think people want to see. Let your influences shine through. Show your process. And don’t be afraid to add that unexpected wink of your personality.

There are plenty of folios out there — but there’s only one that shows exactly how you think, dream and create. Lead with that. You might be surprised how far it gets you.

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