Earn Money as a Creative Director

How to Become a Creative Director

While the title "creative director" may seem vague and daunting to follow, the role boils down to leadership. As you build a portfolio and sharpen your creative potential, you'll learn how to lead a team and create an environment that lends itself to creative problem solving and storytelling.

By Timothy Mabley

There are many career paths that creatives can follow in marketing, but the role of a creative director is different. Even with estimates of more than 34,000 creative directors across the United States, there is a lack of clarity around the position.

Creative directors are responsible for the overall vision and direction of the projects they receive. They are allowed to establish an overarching narrative within a brand. As they work across physical and digital media, they aim to achieve each client's unique goals.

Creative Director Luke Melrose works at a creative agency where many of his day-to-day tasks include talking to clients about marketing and sales. "I dive deep into their brand and collaborate closely with them to determine what we can do creatively to help them," he says.

After meeting with clients, he directs his team to develop creative ideas that meet their given criteria. As a creative director, he does both high-level writing as well as video pitching and directing. He also works on photo and graphical projects.

Most creative directors' day-to-day tasks involve managing, directing, and conducting meetings with team members and stakeholders. Creative director Alex Antolino cites his position as enabling and facilitating his team to find creative solutions together. He says, “During the day, I help set creative direction and campaigns for brands through creative feedback sessions, reviews or presentations. With my design producer or creative ops, we design and implement processes to enable creatives to do their best work and stakeholders to be a part of it.”

Melrose similarly believes the most important skill required for her role is, "a deep understanding of how to lead a team of creatives to meet project objectives." Although the position requires creative thinking, it relies on exemplary leadership qualities.

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Misconceptions of a creative director

The title "creative director" has a spectrum of interpretations. Although there are standard responsibilities attributed to the role, it may not be immediately clear what an employer expects from a creative director.

Melrose finds that many who are referred to as creative directors work in a capacity that is closer to a regular director or project manager. He says, “In my mind, a creative director is not really in the weeds of editing, designing, etc., but at a higher level. They may have experience being 'in the trenches' creatively, but they're now making big decisions about a project or campaign."

Lack of clarity in creative directors' job descriptions can lead to confusion about the responsibilities involved. Antolino identifies a common misconception that creatives can assume a specialized role in brainstorming as opposed to leading a team. However, pressure never rests on one person in an organization and if it does, it can be a cause for concern. He says, “A creative director's job is to find great professionals to work with and enable them to do their best work. Ideas can come from anywhere, and the creative director's job is to create a culture and environment where that can happen regularly."

Because a creative director creates a professional environment in which other creatives can work, they set the stage for success. Because of the specific responsibilities of a director, creatives don't have to jump from graphic design to art direction if they work as a creative director.

Antolino explained that marketing has evolved over the past decade, allowing directors to come from different creative backgrounds. He said, “In my case I was a cinematographer and film director. My background in storytelling led me down the creative director path, and it was very easy when camping or running organic content."

He believes the key to success in his job is being "a great general." Rather than advocating for having one specialty, he finds that knowing about different subjects influences his work. "At the end of the day, creativity is about connecting the dots, and the magic of a team is a collaboration between experts," he says.

Advice for creatives

Some may be relieved to know that there is no path to becoming a creative director. Others may feel overly uncertain about how to pursue the position. Transferable skills such as communication and general leadership abilities have a huge impact on a person's competence.

Melrose recommends building experience in personal creative roles, be it editing, graphic design, copywriting, project management responsibilities, on-set directing or animating, among other jobs. As you build a portfolio, you'll demonstrate your initiative and adaptability. "Then after a while, you get a better understanding of how to manage those kinds of people, roles and projects," he says. From there you can start working on projects from a high-level perspective with marketers and clients... then move from there."

By "starting in the trenches" you will learn from those around you and begin to understand both your strengths and weaknesses. In the process, you'll find your unique voice and learn to navigate contrasting personality types within a team.

Sharing his experience, Antolino said, “I was always interested in advertising, so I started managing advertising agencies. Many times I've had to create pieces that express values I don't believe in and it's been hard for me to stand behind them."

He advises you to hone your narrative storytelling skills, as this will give you the experience you need to find the stories that convey a brand's vision. "Learn as much as you can about storytelling — how to tell a story, how to get attention and how to keep people engaged," he says.

Antolino recommends consistently going above and beyond for a project. As you interact with others, you'll build better relationships and show that you care about a client. "Become the leader you want to be and your managers will have no choice but to recognize that," says Antolino.

Finally, he recommends learning how to negotiate. Enhancing your capacity for empathetic and honest negotiation will be relevant when dealing with clients.

After understanding the responsibilities of a creative director, you will be informed enough to strategically plan your career. Best Takeaways Do you know how to build a career as a creative director?

Creative directors are responsible for the overall vision and direction of the projects they receive. They are allowed to establish an overarching narrative within a brand.

There is no path to becoming a creative director. However, doing creative work and building your portfolio will help you network and add to your professional experience.

Transferable skills such as communication and general leadership abilities have a huge impact on a person's competence. Enhancing your capacity for empathetic and honest negotiation will be relevant when dealing with clients.

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