heard the term Creative Director, but do you understand their role in your work in the fashion and creative arts industry?
Let me put it simply “the show won’t go on” without a Creative Director.
Why?
Because they are the mastermind of executing a vision for a brand or designer. They consult with brands to ensure that print and digital media, and events are aligned with their creative aims and brands messaging.
Whether it be an editorial magazine feature, marketing campaign, fashion week or festival showing a creative director will oversee all the visual creative elements. From the location, set, hair, makeup, music, lighting, model selection; these are just some of the visual elements a creative director must curate a plan for to bring a team together to deliver and execute on any set event or campaign.
Creative Directors are expected to deliver a vision on projects that are unlike other campaigns and events seen before. Let’s be honest doing the same-same as every other brand or what a brand has done before just doesn’t cut it in the fast-paced world of fashion.
If you’re a creative arts practitioner working on an event or project, there is a very specific chain of command you must follow to ensure your own creative work is aligned with the overall creative aims and messaging for the job.
Whilst many people are drawn to a creative career path and the potential of being able to execute on one’s own artistic and creative ideas, when you are a team member of a campaign or event, you will be directed via a brief regarding the scope of creative input you have to a project.
My creative colleague, friend and globally recognised Creative Director and Show Producer Andrew Claridge has offered up some basic insights for readers regarding what you should expect when working on major projects executed under a Creative Director or Producer.
Things to know when working with a Creative Director
Never change the brief to suit your own vision without consulting with the Creative Director or superior.
Don’t be complacent or cut corners when given a task. Creative Directors have a keen eye for detail and can be annoyingly OCD. Do it well the first time and you’ll avoid additional work.
The creative director sees everyone as important pieces of their creative puzzle, so teamwork is important...teamwork makes the dream work!
Following on from the above point, don’t be afraid to ask your team or the Creative Director questions. Ensuring you understand every little detail of the task at hand is vitally important. There’s nothing worse than stumbling around blind.
They will change their mind...not always, but be prepared to make changes and always remember they want the absolute best outcome possible for the client.
Be honest when discussing details and ensure you manage expectations. Don’t say yes to something if you aren’t absolutely sure you can deliver.
When it comes to a Creative Directors role every visual nuance is up for question and consideration. For example, the way a model walks and whether they are instructed to smile or be bubbly can affect the overall delivery and outcome of an event for a designer or brand.
As mentioned, Creative Directors have a keen eye for detail and seeing potential, so they have a watchful eye over their entire team and cast from assistants, models, technical team, stylists, hair and make-up and more.
If you’re a wanting to level up your creative career prospects understanding your role in an industry team is essential for your career projection. Creative Directors and Producers will notice your commitment and quiet hustle and; they will also see your potential to be included or casted for bigger projects.
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