On Creative Direction: Admiration ≠ Aspiration
Notes Left Behind is a bi-weekly publication. Part confession, part compass for fellow creators navigating the beautiful chaos — background music often included
There I was, roughly age 18 or 19. Wide-eyed and full of dreams. Sitting across from an older friend of mine, when I mentioned I wanted to become a creative director.
“I think I want to be like her... I want to be a creative director someday.”
“I can absolutely see that for you,” my friend nodded and agreed.
“...But she knows everything,” I continued, my voice trailing off.
“Well, that's because she's been doing this since you were a child! You just started this internship two weeks ago,” she laughed, gentle but matter-of-fact.
I paused, “Oh right,” I managed, suddenly very interested in stirring the drink in front of me. “I'm still a baby in the grand scheme of all of this.”
I was referring to my first Creative Director; I still admire her.
I just don't know if I still want to become one, i.e. a creative director.
Standing on the Forefront of a Daydream
The thing about dreams is they often arrive fully formed but lacking detail – like a sketch without shading. We see the outline of what we want, but the nuances remain blurry until we step closer, until we press our faces against the glass and really look.
In my previous post, I shared a link to this LinkedIn post that captures just how mystifying the role of a CD can be:
"Just because someone is a designer doesn't mean they will eventually become a creative director."
During my early days in college, I knew a creative director was the one taking the lead on projects. What I didn't know was how little designing was involved in the process. The more I learned and observed through my internships and going into my first agency, I realized how much more emphasis was placed on how you think, your leadership skills, strategic planning and client-relation skills.
To quote Josh's post again:
"...Then there are the traditional ones who begin with art school, become designers, and work their way up through reps, as their strategic thinking and decision-making abilities grow."
As I grew to understand the role even more, I don't think I was deterred by what was required – maybe even more intrigued, to be quite honest. But admittedly, along the way, I lost my rose-colored glasses when it came to becoming a CD.
Defining the Creative Director's Role
Before jumping ahead, it's important to define things a bit more. It was hard to find one unifying definition for what is a Creative Director. Here's a favorite from the Journal of Advertising Research:
"Creative Directors are multilingual communicators who must speak the language of business to clients, the language of strategy to account teams, and the language of creativity to designers and writers."
In the industry, when you're talking master-of-all trades, you're talking about a Creative Director. They're steering the creative vision. Channelling and nurturing good ideas into great ones. Leading and mentoring teams who are hands-on in the project.
Key Responsibilities:
1. Strategic Leadership
2. Team Management
3. Quality Control
4. Client Relations
5. Innovation
When designing, I know what it's like to sometimes be so focused on your task that you lose sight of the bigger picture. Creative direction is like constructing a mosaic. It's about helping those working on each tile understand the full image they're contributing to, while reminding those focused on the final picture to appreciate the colour, texture, and detail of each individual piece.
The role itself can be quite complex, hence why it shouldn't always be the next step on the (proverbial) career ladder for a designer. Creative Directors quite often come from a copywriting background, sometimes a producer, just not always a designer.
A Change of Plans
That first CD I mentioned, I remember her thoughtfulness, her guidance and the great job she did nurturing the team. I admired her ability to think quickly, to make well-informed decisions amongst tough choices. She was amazing at bringing teams together on a solid idea and vision, whilst leaving room for ideas to flourish. Each meeting was a performance, each project a careful balance of art and commerce.
I took dutiful mental notes, “This is my roadmap to success,” I thought.
But something shifted. It wasn't dramatic – not an act of nature nor sudden revelation. Instead, it was like watching a Polaroid develop in reverse. The image I'd held so clearly of my (future) self began to fade around the edges, becoming less defined rather than more.
Clarity & Redirection
It's a strange feeling to watch your long-held career aspirations transform. It's neither good nor bad, just different from what you imagined. The reality of creative direction isn't disappointing; it's simply clearer now.
So much of my professional values have changed from that 18-year-old who walked through those agency doors, to the person I am now.
The truth is, we often confuse admiring something with wanting to become it.
The parts of the role I admired most were actually reflections of effective leadership, not necessarily creative direction. You can guide, mentor, and influence without carrying the full weight of [insert your next job title].
Questions for Reflection
For anyone navigating similar thoughts about creative direction (or any 'next step' role) consider:
Are you drawn to the impact of the role, or the actual day-to-day responsibilities?
How might you create that same impact from a different position?
Perhaps the best direction we can take is the one that aligns with our authentic selves, even if it leads us off our original path — even if it’s just for now.
Until next time,
J
Extras*:
This week’s background music — Soft Spot by JMSN
Also on repeat: CHROMAKOPIA by Tyler, The Creator
This, old but gold, TED Talk on non-verbal communication
*I’ve been limiting consumption online lately so, it’s mainly been music and clearing my Youtube Watch Later list.
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