In today's fast-paced world, exceptional creative direction is more important than ever for shaping impactful work. By fostering collaboration and encouraging bold ideas, creative leaders can inspire teams to produce innovative and memorable results. Join us as we explore the power of creative direction and one of our latest photoshoots in conversation with Kilian.
Please tell us a little about what a Creative Director does. How did you become one? Are there any specific key skills that you think are important to be successful in this job?
Firstly, I am a designer specializing in Corporate and Brand Identity projects. This means I take care of a coherent visual identity that a product, company, location, or any institution would like to transmit to its stakeholders. I help them create a predetermined image in the minds of their stakeholders. This means actually creating everything a brand needs: logo, typography, layout systems, imagery, sound, communication, headlines, and basically a visual and verbal story. No title is needed for this job!
The title “Creative Director” is not important. It just tells everybody that in a specific situation, you take control over a specific output. I see this as the job of a servant, who tries to get the team and the client on track, ensuring the vision of the task is fulfilled. I try this by creating a positive and open atmosphere and letting the people do what they can do best: their work. I only object if the output does not match the briefing or the strategy that was set in stone at an earlier stage. I try to respect what others think, but I also try to guide. All this requires a lot of trust from both sides and a positive working atmosphere, especially as creatives are sensitive about their sh*t! Becoming a CD requires listening and developing skills. I guess this comes from experience. In my case, 25 years. Oh God, I’m old!
What role does location play in your creative process?
Sometimes, you need to be in a place that inspires you, but sometimes, you need the exact opposite. Good headphones, good music, and being alone with your thoughts help you find a sweet spot in design. It’s funny, but I often prefer our Creative Space, where I have everything I need. But inspiration is everywhere: music, exhibitions, street art, you name it. Literally everywhere, in the smallest things. So it doesn’t matter if you’re in a studio without windows or on a Piazza in an Italian City. You make the best of what you have.
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What are some of the biggest challenges you face when planning and executing a photoshoot for a client, and how do you overcome them?
The main task is to find a red thread, a leading idea, which you can always dig out. It’s important that this idea isn’t subjective but based on a strategy that the client and you agreed on. Without it, you get lost, as the task can never become a matter of taste.
In my sincere opinion, design may never be taste-driven; it follows a concise idea or strategy. You need this for argumentation. What you then need is a team of people who have your back so you can concentrate on what is important: pointing towards the creative direction. You can take the word literally.
How do you collaborate with different team members (photographers, stylists, models, etc.) to bring a concept to life? How do you balance creativity with practical aspects?
If the photographer has an open shoelace, if a model needs water, if the assistant is off fetching something and someone has to hold the light, you immediately take over and help. Never feel superior. It’s essential that hierarchy cannot be felt by anyone, even though you sometimes need to be very clear and precise in what you want. I know it sounds boring, but especially on photoshoots, having a team is key!
So, never think you can do things better than anyone on set: they are all professionals with specific skills. Ask people what they would do. You don’t always have to do what they want, but their opinion is worth gold. Respect everybody for what they do. Preparing in advance is also important: getting to know the whole team beforehand, telling them your vision, and asking what they need to fulfil theirs. That’s how you prepare. The rest comes in the flow of the performance.
How do you stay creative for each client, and how do you ensure that each project stands out while still aligning with the client's brand and vision?
Drugs. No, seriously, staying creative is a very individual thing. Some people read books, some are surfing the web for inspiration, some get inspired by social media, and sometimes it’s a good talk with a friend or your mom. But what I truly believe is to stay informed.
May it be arts, politics, megatrends, or science, you need to be informed about everything. Not in depth, but it’s good so have heard of as many things as you can. Read newspapers and books, watch films and listen to different kind of music: see what’s happening in the world. Design is an expression of everything that surrounds us, whether you like what surrounds you or not. Staying open, not staying with a specific style which you love is key to understanding each client best, who always has a complete different agenda than the client before and after him.
I guess, you can sum it up in one word: “Listen”.
What specific tools or resources do you find useful in your role as a creative director?
I love it when things just work.
A quickly performing MacBook, fast internet, technology that helps you perform. Same with the team working with you. It’s good when someone has your back. Nothing shall hinder your creative process, and nothing should slow you down. And always have a pen and paper with you, much faster than any technical device. Use a pen with real ink, a good pencil, and good paper. Spend money on it. It’s worth it. And it’s fun because design is like craftsmanship.
What has been the most rewarding aspect of your job as a creative director?
Clients who have tears in their eyes because they love your work. This happens sometimes, not often, but it did happen more than once.
As a “servant”, you must understand that your clients are under a lot of performance pressure and stress. They need to have a partner by their side which they can rely on because they depend on work which they can’t execute.
Helping somebody is truly rewarding. I’ve reached a stage in my life where sometimes giving brings more joy than receiving. Be thankful to be in a creative job. Many people envy you. Most people don’t have the luxury of earning money with something they truly love.
Be humble. Always.
What is a particularly rewarding experience you’ve had in advocating for neurodiversity? What three pieces of advice would you give to an aspiring Creative Director?
- Listen to your clients and your team. It’s not about your personal fulfilment. Well, it is, but don’t let anybody know.
- You’re a designer, not an artist. So you must accept that you are never in total control of the output you create—unless you are filthy rich and can tell the client to go to hell!
- Base your work on a clear strategy. This helps that argumentations later stay objective. If your work is based on a strategy, “I don’t like red” is a non-acceptable reply to your creative work.
The images shown in this blog were from a recent photoshoot with a client. What was your best experience whilst collaborating with them?
If you have four days of exhausting and stressful work and the client still wants to stay with you and the team for dinner each night, that’s rewarding.
