Creative Director (AI)

We're not looking for a figurehead. We're looking for a creative force who leads from the front, shapes culture from the inside out, and knows exactly what it takes to get great work made. As Group Creative Director, you will be the creative conscience of the agency, setting the standard not just by assigning work, but by understanding the work deeply enough to unblock it when it matters most.

This is a role for someone who has earned their stripes in agency life, understands the full machinery of creative delivery, and whose hands-on technical knowledge makes them a genuine resource to the people around them, not just a title above them.

What You'll Do

Be the Practical Problem-Solver the Team Needs

• When the team hits a wall, you're the one who knows how to climb it. Whether it's a design execution challenge, a production constraint, a motion problem, or an AI workflow that isn't behaving, you can step in with a real, working solution rather than a theoretical one
• Your value in those moments comes from having actually done the work at some point, knowing the tools, understanding the process, and being able to show rather than just tell
• Identify creative and technical blockers early, and resolve them before they become delays or compromises in quality
• Establish ways of working that give the team clarity, reduce friction, and raise the floor on output

Lead with Craft and Creative Authority

• Set the visual and conceptual tone across campaigns, brands, and platforms
• Maintain a strong, consistent aesthetic point of view that elevates every piece of work that leaves the building
• Be the person in the room who can tell whether an idea is truly great, and articulate clearly and specifically why

Think Strategically, Create Deliberately

• Partner with strategy and account leadership to develop creative briefs that are sharp, provocative, and genuinely useful
• Translate brand positioning, audience insight, and business objectives into creative territory that is both distinctive and effective
• Anticipate client needs before they are articulated. Read between the lines of a brief and pre-empt creative pivots before they become problems

Scope, Plan, and Protect the Work

• Bring a grounded understanding of what it actually takes to execute ideas well, and use that to scope workstreams realistically and responsibly
• Identify early where a project might hit friction, whether creative, technical, or logistical, and resolve it upstream
• Build timelines and resource plans that protect quality without sacrificing pace

Communicate with Clarity and Conviction

• A sharp communicator both internally and externally, able to present ideas, navigate feedback, and align stakeholders with equal confidence
• A natural storyteller who can structure a narrative whether in a credentials deck, a pitch room, or an all-hands. The kind of person whose presentations people actually remember
• Skilled at reading a room and knowing when to push, when to reframe, and when something simply isn't working yet. Able to have those honest conversations with tact and without ambiguity
• Rally creative teams around a vision and give them the kind of direction that is specific enough to act on

Build and Elevate the Creative Department

• Mentor creative teams with specificity: not just what is wrong, but how to fix it and why it matters
• Create an environment where junior talent is challenged, developed, and retained
• Set the tone for creative culture: rigorous, curious, collaborative, and ambitious

Own the AI Creative Frontier

• Be the agency's lead practitioner and evangelist for AI in creative work. Fluent in generative image, video, copy, and audio tools, and always current with the evolving landscape
• Go beyond generation: architect AI-assisted workflows and production pipelines that meaningfully improve creative output, speed, and scale
• Identify where AI creates genuine creative opportunity versus where it compromises craft, and make those calls with authority
• Educate and upskill the creative department on AI tools, establishing shared standards for their ethical and effective use
• Collaborate with technology and production partners to design bespoke AI solutions for client challenges

What You Bring

Experience

• 15+ years in creative roles, with a significant portion spent in agency environments (integrated, digital, or brand)
• Proven experience leading creative departments or large multi-disciplinary creative teams
• A portfolio that demonstrates range across brand, campaign, digital, and experiential, with a clear and ownable aesthetic sensibility
• Industry award recognition is a strong differentiator and speaks to a consistent standard of creative ambition. Shortlists, wins, and a culture of entering work are all signals we take seriously

Hard Skills and Technical Range

• Genuine proficiency across the tools and disciplines relevant to modern creative production: design, art direction, motion, digital, and AI-assisted workflows
• Enough technical depth in each area to diagnose problems, propose solutions, and demonstrate them when needed
• Not expected to execute every deliverable day-to-day, but absolutely expected to know how, and to use that knowledge to make the team sharper

Creative and Strategic Capability

• A thinker and a maker in equal measure, able to move between strategic framework and craft-level execution without losing quality at either end
• Strong design instincts and visual literacy, equally comfortable directing photography, motion, digital design, and emerging formats
• The ability to hold a brand truth and a big idea simultaneously, and translate both into work that resonates

AI Proficiency

• Active, working knowledge of leading generative AI tools (image, video, language, audio): not surface-level familiarity, but genuine hands-on expertise
• Experience designing or implementing AI into creative and production workflows
• An informed, evolving perspective on where AI is heading and what it means for the creative industry

Communication and Storytelling

• Exceptional presenter and communicator, comfortable in the boardroom, the pitch, and the internal critique with equal conviction
• A natural instinct for narrative: how to structure a story, build tension, land a point, and leave a room energised
• Direct, clear, and credible in the way they give feedback and manage expectations

The Kind of Person You Are

• You don't just have taste, you can articulate it. You don't just delegate, you demonstrate. You're not threatened by AI; you're ahead of it. You've sat in enough pitches to know when an idea is campaign-ready and when it's still a sketch, and you're not afraid to say so clearly, even when it's uncomfortable.
• You know the difference between a production problem and a creative problem. You know when a brief is actually good. You've done the work yourself long enough to know exactly where teams get stuck, and you show up to those moments with practical answers, not just encouragement.
• You believe that craft and speed are not opposites. That strategy and beauty belong together. And that the best creative leaders are the ones still learning.

Why This Role

This is a genuine leadership position with real creative authority, not a bureaucratic title. You'll work on brands that matter, alongside people who care deeply about what they make. The agency is at an inflection point, investing seriously in AI capability, new creative formats, and a more integrated way of working. You'll help define what that looks like.

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