One of the best ways for creatives to grow is through portfolio reviews. But as any junior will tell you, those sessions can be stressful—well-meaning senior creatives can sometimes bruise egos while reviewing books.

So, we decided to change that.

As a proudly independent agency, FUSE Create is committed to supporting emerging talent and helping young creatives hone their craft. We hosted a portfolio night for Art Directors and Copywriters designed to deliver honest, constructive feedback—without the unnecessary harshness. Or, as we put it, without being dicks about it.

To spread the word, we leaned into an inside joke: at FUSE, we affectionately call ourselves “FUCRs” (FUse CReate). This became the foundation of a poster campaign promising feedback without being jerks, just FUCRs. The tone captured the reality of tough feedback while keeping our ethos front and centre.

We promoted the event through social channels, OOH posters in the Ossington neighbourhood, and outreach to local advertising schools. The response was immediate: 2,575 social impressions, 100 engagements, trade coverage from Indie Agency News, and strong support from agencies, marketers, and educators. The event sold out in under 72 hours.

Because when you’re trying to cut through the clutter and make an emotional impact, it helps to be a bit of a FUCR.