creative direction

My approach to creative direction is two-fold. First, it’s all about the team. But just as important, it’s also about the work.

Each person brings their own unique talents to the team. A creative director needs to recognize those talents and nurture their growth. I do this by getting to know everyone on the team. Working with them over the course of projects. Helping them get started—or get “unstuck”. Asking questions about their creative choices and pushing them where they can be better. Asking what they learned from a project and what they could do differently next time. And celebrating their successes.

When it comes to the work, it’s imperative that the team is set up for success right from the start of any project. This means reviewing scopes to ensure expectations and deliverables are clearly stated. Partnering with the account team to determine the best approach for each project. Reviewing creative briefs to make sure the creative team is armed with everything they need to know at the start of a project. From there, it’s participating in brainstorm meetings, work sessions, internal reviews, client presentations and feedback meetings. Outside of that, it’s being available to the team whenever they need support.

Most importantly, I want the creatives to do the work. Meaning, I want to inspire and push the work, but never dictate how it should be done. Your team learns, grows and has ownership of their work. And, as a result they feel proud of themselves.