…namely, “what job position are you looking for?”
Simply saying “3D Artist” leaves a lot open to interpretation, especially since on your website you point out in the Land Rover app how you did just about everything from modeling to post production work.
Are you looking for work as a 3D generalist? Do you want to work in the main production pipeline, or pre- or post- production? Also, do you want to work with mobile app development, games, or TV and Film work?
Knowing those factors can help provide you direction, and focus your showreel on roles you want to pursue.
But for now, the only advice I have comes from the Gamasutra Game Career Guide (available for free download at gamecareerguide.com)
Character Modeler
• Figure drawing is important, to be able to show a clear understanding of weight, gesture, and proportion. Knowing how to express anatomy in 3D is also essential.
• Show the side view of a character model. It is almost always neglected in lieu of the front or back view, but this immediately shows if the applicant understands weight and form.
• UV layouts and texture sheets are important to see here as well. These texture sheets should show painting skill, as well as a good understanding of color theory, physically-based rendering and modern shader knowledge.
• It is also helpful to see the concept image for the character, so it is clear that you can translate 2D to 3D.
• Demonstrate awe-inspiring creativity with the character work and a solid understanding of anatomy, construction, gesture, and the like.
• Show something unique that hasn’t been seen in a game before. Display not only technical chops, but a unique vision.
• Many studios look for character modelers with strong traditional (drawing and painting) character art and illustration backgrounds, and a strong understanding of digital modeling/sculpting pipelines.
• Show a range of work that includes both stylized and realistic pieces, humanoids, creatures, robots, monsters, aliens, and so on.
• Pose and light your models. Gesture is important, and T-Poses never look as awesome.
• Show how you translate a concept to sculpt; show your clean low poly models, texture pages, efficient UV layouts, and final mapped asset.
Animator
• This position requires a strong sense of character, timing, and weight, along with the technical savvy it takes to get your animation working in a real time environment.
• For a junior position, previous experience isn’t so important, but your reel really needs to stand out. Animation Mentor portfolios provide a good base-line of the competition.
• The ideal reel shows both action and acting.
• Show strong and expressive character acting that includes dialogue and lip syncing work.
• 11 second club reels are great because they show your ability to make dialogue interesting.
• Don’t worry about trying to be a character modeler with a complex model. Keep it simple and potentially use a free model off the internet. On the other hand, poorly modeled character can distract from your animation.
• Use a good free rig. There is no need to make your own, a poorly made rig can cause your animation to suffer.
• Show strong gameplay animation samples within reasonable time frames (creative runs and walk cycles, deaths, attacks, transitions, fidgets, and so forth).
Yeah, the advice is geared toward the game industry, but some of these tips may also help out in TV and film.