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7 travel jobs that pay over $100,000 — plus you get free trips 

Want to travel the world but you're stuck in a 9-to-5 with two weeks of vacation? There are jobs for which you can travel on your employer's dime that pay over $100,000 a year.

1. Travel publicist (VP or higher)

Average salary: $116,000

A publicist establishes and maintains positive relationships with the media, getting their clients placement in various outlets, from TV to magazines. A travel publicist works for a hotel (or hotel chain), cruise line, airline or with an agency that represents travel-related clients.

The longer you stay with an agency, the more you can make. The median salary for a senior level vice president is about $116,000 a year, according to jobs website Payscale.com.

Most travel publicists are required to travel for their job to pitch new clients, familiarize themselves with properties they represent, take journalists on press trips or to participate travel trade shows and conferences.

2. Luxury travel advisor

Average salary: $100,000

Before the internet, travel agents (as they used to be known) could do as little as book someone an airline ticket. Now, travel advisors not only put together your trip, but they also provide a high level of service and advice, and manage your vacation time.

Travel advisors are constantly on the road, especially those who specialize in luxury travel, where clients with big budgets want the advisors to really know the product via first-hand experiences.

A travel agent's salary is about $36,654 a year, with an extra $6,000 for bonuses and commission. However, a luxury travel advisor (someone who only works with five-star travel and affluent clients) gets commissions for bookings by most every company in the industry, from airlines and tour operators to hotels and often restaurants. They can make $100,000 annually after working for about two years, according to Jim Bendt, CEO of Pique Travel Design , especially if they have already traveled extensively and know luxury and have a personal network of high-paying travelers.

3. Hotel manager

Average salary: $105,000

The hotel manager ensures everything about the hotel is running smoothly. They manage all aspects of the property including operations, staffing and customer satisfaction, and they're mostly responsible for operational efficiency and profitability.

While the median salary for a hotel manager is about $105,000, those who work at a large, high-end hotel, especially in large, metropolitan cities, can make close to $200,000 a year. Jobs website Glassdoor shows a manager position at Rosewood Hotels & Resorts, a five-star hotel chain, has an average salary of $114,000 from $95,000 to $129,000.

Hotel managers are traveling often for meetings and conferences, hotel openings within the same brand and various events. With bigger companies, general managers are given the flexibility to change properties every few years, which can include international relocation.

4. Director of sales

Average salary: $108,737

A sales manager at a hotel is responsible for developing business through direct sales, marketing, direct mail and tours of the hotel, also driving sales revenue, which can be booking large-scale events and conventions at the hotel. They travel with the hotel by representing them in various events and exhibitions across the globe. Eventually, they can get promoted to director of sales, which manages the sales staff and works with revenue management while spearheading marketing strategies.

The average salary of a director of sales at a hotel is $88,116, with the additional cash compensation (including bonus and/or commission) of $20,621 per year, which comes to $108,737.

If you're managing business sales for an entire region, like all the hotel company's hotels in one city or region (ie: all the Marriott hotels in New England), you can expect a higher salary averaging $117,440 a year with $56,729 additional compensation.

5. Airline pilot

Average salary: $137,330

If you've ever dreamed about being the pilot of a plane, know it comes with a great salary: over $100,000 a year (up to $208,000 a year for major airlines). The median annual wage is a nice $137,330, according to the Bureau of Labor Statistics.

Clearly, pilots get to travel, and they have opportunities to explore the places they fly into. The airline they work for provides the pilot hotel accommodations, transportation to the airport and an allowance for meals and other expenses when they're on assignment.

6. Creative or art director

Average salary: $133,000

The medium annual salary for a creative director in the U.S. is $133,839, but it can go up to $200,000 on the higher end for those who have more experience and nab jobs at large companies.

Directors who work in travel, like a hotel chain, for example, get the perk of traveling for their job, traveling to new hotel openings to determine the overall vision, working with designers, artists, copywriters and marketers. Based on their knowledge of trends, design and advertising, they plan the advertising, oversee the creative process and, in most cases, they dictate the general ambiance and look of a hotel's public spaces, like lobby and hallways, and often the guest rooms.

Creative directors can also work for cruise ships, airlines, bus companies and more.

Traditionally, an art director executes on a hotel's strategy, concept or idea that the creative director implemented.

An art director can earn up to $104,000 (average base salary is $69,665), according to Salary.com.

7. Cruise ship director

Average salary: $136,000

Being the cruise director onboard a cruise ship is not only fun, you can rake in about $136,000 a year on a large cruise ship, like Royal Caribbean.

The cruise director takes charge of activities, entertainment, recreations and events for all ages of a cruise ship, for both kids and adults, whether it's games and scavenger hunts or happy hours and themed nightclub events. They help produce performances, live bands, lecturers, deck parties and more. They're also the "face" of the cruise ship, and quite literally as most guests get to see them emcee events, meet them at functions and they often make public announcements.

Like passengers and crew, cruise line directors can hop off the ship when it's docked. Cruises are known to travel to many destinations in one itinerary, so directors will get to visit plenty of places.

Many assistant directors work their way up to director. Experience depends on the cruise line. Some require a bachelor's degree and proven history working in hospitality; others may want two or more years working in a luxury hotel or resort.

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How Travel Inspires Creativity

Stuck in a creative funk? We’ve all been there. 

Designers, writers, producers, thinkers, entrepreneurs...

As creatives, we are our biggest critics and as people who exercise our talents on a daily basis, we also require the need to exercise those neurons that help us function.

So what to do when in a rut? Make the world our gym and flex that creative energy.  

The notion that international travel experiences can open our minds to new ways of thinking is not a new concept but an imperative to overcoming any form of creative block. 

Neuroscientists and psychologists have even begun to examine that spending time abroad may have the potential to affect mental change related to how the brain is wired and influenced by environment and habit. It is the one thing that can help us uncover new eras in personal artistic development and provide us with a more accurate and open-minded view of the world.

As a career creative and photographer, I have long felt the creative benefits of international travel. 

However, it’s not just about being abroad. It’s the critical process of multicultural immersion, engagement and adaptation. That’s why each year I’ve vowed to myself, my soul, and my creative mind to dive into these experiences. 

There is nothing as refreshing, humbling, or as scary as throwing yourself into the unknown than traveling abroad - and that freedom feeds directly back into our waves of inspiration and the work we give back to the world. The impact traveling has on one's worldview allows one to do good work. 

Its purpose is to build a strong acculturated sense of self. It has been one of the healthiest ways for me to nurture that creative spark through the cognitive flexibility of environment and human compassion.

“Creativity is power - and we have the ability to use it for good.”

To capture and share my experiences while traveling abroad, I started a journaling practice. Through this I am able to craft storylines through photo, video and written content with the aspiration to inspire others and myself to live outside a world our own. 

This practice has helped shaped how I view the work and message I put into the world - and what a true gift the ability to share with others is.

Photofy has been a powerful tool in my journaling practice and creative work, granting me the ability to spend more time to discover and focus on a message while providing the means to optimize such aesthetic. Here are some of the places I've been and you can see how travel sparks creativity...

A world untouched. 

My visit to Guatemala in Winter of 2014 served as a reminder to be mindful of how I, and we as humans, choose to consume. 

Highlighting the hidden impact our daily consumption has on lands and environments outside our own and the severe importance of doing our due diligence to lessen that impact.

creative director travel

No words. It’s a scary and humbling experience to be a minority in a foreign country, especially when it comes to language barriers. 

While visiting Costa Rica with Under30Experiences  in the Fall of 2015 and traveling to a rural Costa Rican school, I’ve never been so frustrated with not knowing another language. Even with basic to intermediate Spanish speaking skills, it was heartbreaking to not know how to communicate with the children. 

Lesson learned : do not take something as beautiful as language for granted nor expect that others should speak the way you do.

creative director travel

If you’re like me, your creative mind is never fully put to rest. 

For it is when we express our creativity through experiences we allow space for transformation and the nourishment needed to feel refreshed and renewed. 

Those expressions are imperative for us to continue to do good work and supersedes into all aspects of the ways in which we think and operate creatively.

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Creative Directors: What Do They Do? How Do I Become One?

What is a creative director, what does a creative director do while working on a project, tips for creative direction, why you should continue to develop and market your skills.

  • Ideas for Networking and Marketing Your Skills

Summing Up Your Career as a Creative Director

Creative directors hold exciting and lucrative executive-level positions with a wide range of responsibilities with book and magazine publishers, fashion houses, music video creators, computer game developers, and film production companies. Those responsibilities require a similar range of knowledge and experience gained over some years. But, acquiring that knowledge and expertise allows creative directors to work in many exciting and glamorous industries, including:

  • Advertising
  • Music videos
  • Game design
  • Other areas of industrial design and branding

creative director travel

Whichever industry a creative director enters, their key responsibility is creating and maintaining an overall vision for the projects they pursue and for the end product. To achieve that goal, a creative director employs communication and leadership skills, knowledge of cultural history and pop culture, and an understanding of design principles, artistic techniques, persuasive communication, and technology.

Creative directors are Renaissance generalists; anything can serve as an inspiration, and a means to complete a project successfully. As you may have guessed by now, you could take many paths into this profession, and not all of them require a college degree.

Creative Director

One way to understand the creative director role is to look at what a creative director does from the beginning of a project through to completion.

The first step in a project for a creative director is to meet with the person who needs the project completed. That may be a client, a fashion designer, a movie or television director or producer, a book or magazine publisher, a furniture designer, or a product manufacturer. The creative director learns about the project, the target audience, and the need or desire that the project is meant to fill.

Then, the creative director draws upon everything learned from the meeting and from all the knowledge and experience she has gained to create an overarching unified concept or plan that meets the project's goals.

The creative director then presents the concept, the budget, and the schedule for the project to those managing the project. A series of meetings may follow as the concept, budget, and schedule are refined.

Once a final version of the concept, schedule, and budget are approved, the creative director meets with the team or the leaders of the teams who will do the actual work. He or she conveys the concept for the project to them and brainstorms with the team to gather input for completing the project.

The creative director also establishes the schedule and budget for each part of the project. Another round of budget and scheduling discussions may ensue between team leaders and the creative director.

Some creative directors supervise the work without taking part directly and provide the team with the resources needed to produce high-quality work. The creative director also motivates the team and keeps the project in line with the concept, on budget, and on schedule (preferably under budget and ahead of schedule). Other creative directors with a particular area of expertise may participate in the work.

As the work continues, the creative director meets with those who requested the project to report on the team's progress, discuss any issues that might have come up, and see if any further changes need to be made to the concept or the project. When the work is completed, the creative director presents the finished project.

In some industries, creative directors may not have the luxury of working on one concept and project at a time. In the advertising, book publishing, and music video industries, the creative director may need to envision concepts for multiple projects, divide their time between them, and keep them all on schedule and on budget at the same time. So, in some industries, the role of creative director can be a stressful one.

Tips for Creative Direction

As you can see, the position of a creative director combines both creative and business skills. For that reason, some who are interested in this career pursue an MBA. This is a competitive field, and the MBA may give some job candidates an edge.

However, in creative fields, skills developed through related work experience can outweigh a business degree or even formal training in art, graphic design, or communication. In-depth knowledge of art or music history and artistic skill and mastery of artistic techniques demonstrate an interest in and commitment to the artistic side of a creative director’s skill set. Well-developed abilities to focus on the needs of the target audience, persuade others, use social media, and an immersion in pop culture demonstrate an interest in people and the mastery of communication skills that a creative director needs.

Still, one report reviewed 3,000 postings for creative director positions over a one-year period. Ninety percent sought candidates with an undergraduate degree. On the other hand, 25 percent sought candidates with three to five years of experience in a creative field. Seventy percent preferred candidates with six or more years of experience.

Those already working as creative directors recommend pursuing a B.A. in fine arts, art history, graphic design, fashion design, industrial design, advertising, marketing and communication, or strategic communication.

Then, they recommend mastering a wide variety of creative skills that you may not have acquired while earning your degree. They also recommend spending time working in another country to have the chance to absorb different ideas about advertising, design, film, or whatever industry you want to enter.

Depending on the type of work you want to do as a creative director, useful skills could include:

  • Photography
  • Illustration
  • Cinematography
  • Playing multiple musical instruments
  • Music composition
  • Set design, construction, and painting
  • Costume design
  • Cartooning and caricature
  • Game programming
  • Copywriting
  • Social media
  • Adobe Creative Suite

Computer

Having some mastery across a variety of skills will help you when you're talking to clients or others who want a project done. It may help you to come up with a concept, but it will also help you talk knowledgeably to your team about their work and how to bring your vision into reality.

Creative directors often kickstart their careers as photographers, content writers or copywriters, illustrators, graphic designers, or artists and slowly grow into the role of creative director.

As you gain experience, create a portfolio website to display your art or published writing and a portfolio that you can take to interviews. Display only your best work, and review the contents of your portfolio regularly to keep it current.

Pay particular attention to building your skills and your portfolio if you haven't earned a degree. In any creative field, portfolios that display highly individual, high-quality work often outweigh a degree.

Ideas for Networking and Marketing Your Skills: A Starter List

Keep mastering new skills, and network by:

  • Creating a LinkedIn profile and publishing LinkedIn articles
  • Promoting your work on Tik Tok, Instagram, or YouTube
  • Posting on Facebook and Twitter
  • Submitting artwork or articles for publication in print or online
  • Entering your work in competitions
  • Attending industry conferences, workshops, and events
  • Attending art fairs, especially juried art fairs
  • Scheduling an exhibition of your work
  • Offering to speak at meetings of local organizations
  • Teaching an in-person or online class

Or, get creative and brainstorm other ideas yourself.

Always be ready to explain your work with an " elevator speech ." If you're job hunting or prospecting for clients, pay attention to the other person's interest level as you give your speech. That person might not have any interest. But, she might be a future prospect.

Give a possible future prospect your business card, and stay in touch. Every six weeks or so, send an email sharing information you think will be of interest. If you find an immediate prospect, though, schedule a phone call or a meeting over coffee within a day or two to discuss how your skills meet their needs.

Summing Up Your Career as a Creative

If you're a creative person who loves constantly expanding your skills and guiding your concepts for a project into creation, a career as a creative director may be perfect for you.

You’re rewarded for continuing to grow as an artist, communicator, and leader. You’ll be working in exciting, creative fields like film, fashion, advertising, book and magazine publishing, and computer game development.

Of course, when you're faced with multiple deadlines, it can be hectic, but it also provides opportunities to travel, try out new ideas, and surround yourself with a team of other creative people.

For more information on becoming a creative director, check out some of our latest classes on Daisie.

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Creative Director Career Guide

  • Career guide intro
  • How to become
  • Career path

Similar job titles

  • Trends and outlook
  • Career tips
  • Where the jobs are

What is a creative director?

A creative director oversees the creative department within a company or agency. They are instrumental in shaping and directing creative vision and strategy, merging business objectives with original, creative concepts. Their role is crucial as it impacts how an organization communicates its brand to its target audiences. Directors are essentially the artistic leader who ensures that the aesthetics and storytelling elements of products, campaigns, and overall brand image are compelling, engaging, and cohesive.

Besides leading a team of creatives – graphic designers, artists, copywriters, and other related professionals, they also make strategic decisions about the brand’s visual and verbal identity. This includes designing everything from product packaging to digital campaigns, making this role a significant driver of brand identity and success. The value of these professionals lies in their ability to not only conceptualize creative ideas but also to bring those ideas to life in a way that influences consumers and boosts business revenue.

Duties and responsibilities

A creative director is responsible for conceiving, shaping, and iterating the visuals and narratives that define a company’s brand. They oversee the development of marketing and advertising materials, align the creative team’s output with the organization’s strategy, and ensure all work is up to standard. They take the lead in conceptualizing campaigns by defining and maintaining the artistic style in all creative projects. Professionals in this role devise captivating and business-aligned promotional campaigns in collaboration with other teams.

Additionally, these directors manage the creative team, nurturing and guiding their professional growth. Their responsibilities include recruiting and hiring new talent, assigning jobs to team members, and monitoring project timelines. Their leadership extends to liaising with clients and stakeholders, pitching ideas, and presenting finished work to affirm the company’s creative reputation and drive its profitability. They are the connecting point between various departments, like sales, marketing, and the executive team, grounding their creative ideals to practical business needs.

Work environment

Creative directors primarily operate within an office setting, although the specific environment can vary depending on the type of company. They could work in-house as part of a company’s marketing department or for a creative, advertising, or digital agency. The job entails working extensively with a team and involves daily collaboration and communication. Most of their time is spent in brainstorming sessions, strategy meetings, design reviews, or liaising with clients and stakeholders.

Thanks to technology, many directors have the flexibility to work remotely. This is especially true in domains like digital marketing, where work can be more easily conducted online. However, whether in person or remotely, the role often demands high energy, an open mind, and a dynamic working style to respond to the fast-evolving, highly creative, and often high-pressure environment of creative industries.

Typical work hours

Most creative directors typically work full-time hours, 8 am to 5 pm, Monday through Friday. However, due to the project-based nature of the work, they may need to put in extra hours to meet specific deadlines or to attend client meetings, with evenings or weekends occasionally necessary. The role might also demand travel to liaise with clients, attend relevant conferences, or oversee on-site productions. As with many leadership roles, the balance is less about adhering to a strict schedule and more about being available and responsive when needed.

How to become a creative director

To become a creative director, you will need a combination of technical skills, artistic vision, experience, and leadership abilities. In this career guide section, we cover the steps you’ll need to take to achieve your goal:

Step 1: Earn a bachelor’s degree

Earning a bachelor’s degree is usually the first step. Choose a degree program in visual arts, graphic design, marketing, communications, or something related. These programs will provide you with the fundamental knowledge and skills required to start working in the creative industry.

Step 2: Gain work experience in a creative field

Start developing your career by gaining experience in a creative role. This could be as a graphic designer, photographer, copywriter, or similar role where you will develop creative ideas and concepts. This also helps build a strong portfolio, which is often more important than formal education in creative fields.

Step 3: Create an impressive portfolio

Create a portfolio that showcases your creative and technical abilities. It should contain a selection of your best work and demonstrate your range of skills. Your portfolio is your ticket to getting hired, as employers often view it as proof of your creative abilities.

Step 4: Develop your leadership skills

As “director” implies leadership, developing managerial and leadership skills is highly recommended. This could be achieved through relevant work experience or additional training and education. Being capable of managing a team, making strategic decisions, and leading projects to completion is essential for this role.

Step 5: Network within the industry

Networking is crucial in climbing the career ladder. Attend local and national networking events and engage with other professionals in your industry. These connections may lead to job opportunities, collaborations, or mentorships that could greatly benefit your career development.

Step 6: Consider obtaining a master’s degree

While not always required, a master’s degree in a related field can help develop deeper knowledge and skills and prepare you for leadership positions. It can be particularly beneficial if you wish to work in highly competitive industries or markets.

Step 7: Apply for positions

Once you have gained enough experience and developed a robust portfolio, your next step is applying for creative director jobs. Be ready to present your portfolio, discuss your creative process and management style, and express your vision. Be patient; remember, landing this role takes time and persistence.

How much do creative directors make?

The compensation for a creative director varies greatly based on several factors, including the level of experience, as it’s a role typically held by seasoned industry professionals. Their compensation is often greater in larger metropolitan areas, given the cost of living and the presence of larger firms and companies that require this expertise.

Another significant factor influencing the salary is the specific industry, with roles in advertising, technology, and entertainment tending to offer higher pay. The size and revenue of the company or organization also play a crucial role, as more significant corporations tend to provide higher wages. Education is essential; a bachelor’s degree is typically a minimum requirement, with advanced degrees often leading to higher salaries.

Highest paying industries

  • Advertising and Public Relations – $175,610
  • Management of Companies and Enterprises – $169,290
  • Motion Picture and Video – $165,460
  • Software Publishers – $163,700
  • Computer Systems Design – $157,380

Highest paying states

  • New York – $203,810
  • California – $188,730
  • Washington – $172,550
  • Maryland – $162,910
  • Georgia – $157,870

The average national salary for a Creative Director is:

Browse creative director salary data by market

Types of creative directors

In this career guide section, we explore the different varieties and specializations of a creative director role.

Advertising creative director

Directing the strategy for advertising campaigns falls on the shoulders of an advertising creative director. These professionals oversee the creative team, pushing unique concepts that align with a client’s brand and messages. They are often at the helm of brainstorming sessions and represent a critical link between the client’s vision and the team’s execution.

Fashion creative director

In the high-stakes world of couture, a fashion creative director is instrumental in steering the brand vision and aesthetic of a fashion house or label. Their responsibilities involve overseeing the design and development process of collections, ensuring each piece aligns with the brand’s identity, and creating innovative fashion campaigns.

Video game creative director

The video game industry also relies on these professionals to bring imaginative concepts to life. In this role, they direct the visual style of games, collaborate with teams to develop captivating storylines and immersive worlds, and maintain a consistent vision across all gaming projects. Balancing the technical aspects of game development with creative problem-solving, a video game creative director shapes the player’s experience.

Film creative director

In film and television production, professionals in this role supervise the visual aspects of a project. They work closely with the director and production team to create the stylistic tone of the film. From conceptualizing scenes to orchestrating lighting, costumes, and set designs, the film creative director ensures that every visual element combines into a unified, impactful narrative.

Top skills for creative directors

Success in the role of a creative director is contingent on an individual’s exceptional imagination, leadership abilities, excellent communication, and sound decision-making skills.

Strategic leadership skills

To become an influential director, you must have the ability to formulate and put in place a strategic vision. This is pivotal as it allows you to align your team’s efforts with the broader business or project goals. As the creative lead, you must steer your team to produce work that accurately represents the brand and speaks to its target audience.

Project management skills

Managing several projects or tasks simultaneously can often be a routine part of the job. The ability to prioritize work, allocate resources efficiently, and ensure timely delivery of projects while maintaining high standards of creativity is crucial. You must also be able to handle stress and cope with high-pressure situations to meet deadlines and goals.

Flair for creativity and innovation

Creativity is at the heart of this role. A director’s innovative ideas and designs can cause significant brand perception and acceptance shifts. An eye for design, a strong sense of aesthetics, and a knack for innovative thinking can set you apart in this field. This ability to push boundaries with trailblazing concepts can elevate a brand to new heights and play a considerable role in its success.

Effective communication skills

Strong communication skills are paramount in a role that often involves pitching ideas and explaining concepts to clients or senior management. These professionals should be capable of clearly expressing their ideas and the rationale behind them. They should also listen attentively and respond effectively to feedback or queries. These skills are essential for getting approval for projects and leading and motivating a team.

Comprehension of market trends

Understanding trends shaping the market and consumers’ mindsets is vital to developing cutting-edge creative concepts. Professionals in this role must keep up-to-date with trends and shifts within the industry and audience desires. With these insights, they can guide their team in creating impactful and catered content that keeps the brand relevant and appealing to its target audience.

Looking for a new job?

Browse our national database of creative director job openings and apply today

Creative director career path

Starting as a creative director opens up many career pathways. With experience in this role, you become a strong candidate for executive-level positions within the marketing or advertising industry. One common path is progressing toward a position as chief creative officer (CCO), where you would oversee the creative endeavors of an entire organization, laying creative strategies for advertising and marketing campaigns.

There are also opportunities to branch out into an entrepreneurial role. Many directors use their extensive experience to set up their own creative agencies. This move needs a mix of leadership, creativity, and business knowledge, but it can be highly rewarding. Your reputation as a former director helps gain clients’ trust and win contracts. You can also apply your skills to the rapidly growing digital marketing industry by becoming a digital marketing director or managing a team of digital content creators.

Beyond the traditional advertising scope, these professionals often find their way into production houses and movie studios, where they are valuable for their creative insight into script selection, visual storytelling, and marketing. Hence, with considerable experience, becoming a film producer or production studio head is a possible career step.

Impressive professional accomplishments in this role could also lead to a distinguished career in academia or consultancy. Highly experienced directors may turn to teach in reputable universities or work as independent consultants, providing their seasoned perspective to multiple organizations at once.

  • Art Director
  • Marketing Manager
  • Marketing Coordinator
  • Brand Manager
  • Graphic Designer
  • Illustrator
  • Digital Marketing Manager
  • Advertising Sales Representative
  • Communications Director

Position trends and outlook for creative directors

One trend defining this profession is the increased demand for creative directors to possess strong digital and tech skills. With brands interacting with consumers through many digital channels, being well-versed in digital marketing is now a must. This goes hand-in-hand with the proliferation of data, which these professionals must learn to harness to inform and shape creative campaigns.

There’s been a shift in the role due to the need for brand authenticity. Directors are now expected to pioneer authentic, impactful brand stories that resonate with today’s discerning consumer. They seek to align the company’s vision and values consistently across different platforms to define and maintain the brand personality.

Traditionally associated with advertising agencies, there’s also been an interesting movement of directors sought internally by companies from diverse industries. Organizations seek to manage and infuse creativity at a more holistic, integrated level, revealing another scope for professionals eyeing this job title.

Employment projections for creative directors

According to the U.S. Bureau of Labor Statistics, employment for art and creative directors is expected to increase by 4 percent through 2031. With the growing importance of digital platforms, those with a strong understanding of these mediums might see better job prospects.

Creative director career tips

Understand the role fully.

Being a successful creative director requires more than just creative skills. It involves comprehending the company’s branding, strategic marketing, and understanding the target audience. In addition, they should be capable of interpreting client briefs and transforming them into creative concepts that would generate revenue while meeting the client’s expectations. Determining how to balance creativity and business sensibility is equally vital.

Stay informed about trends

The creative sector is highly dynamic, with trends continuously changing. Staying on top of these trends could give you an edge in this role. Familiarize yourself with new technologies, creative tools, design trends, and marketing strategies to stay relevant and competitive. Regularly attending industry conferences, workshops, and webinars is a great way to learn about the latest developments.

Build a professional network

Networking is crucial in the creative industry. It can help you gain insights, collaborate on projects, and advance your career. Building relationships with other professionals can give you fresh ideas and perspectives.

  • The Creative Directors’ Guild
  • The Art Directors Club (ADC)
  • The Design Management Institute (DMI)
  • American Advertising Federation (AAF)

Encourage all forms of creativity

Your role is more than just being creative; it’s to foster creativity in your team. Cultivate an environment where your team isn’t afraid to share their raw ideas, as every thought can lead to a massive breakthrough. Encourage your team members to be innovative, take risks, and share their ideas freely.

Recommend continuous learning

Considering the fast-paced nature of the creative industry, it is crucial to be always learning and upgrading your skills. Not only would this keep you updated with the current trends and technologies, but it would also help develop your expertise in the field. Here are some resources that could be beneficial:

  • Online courses like Coursera or Udemy offer a vast range of classes about advertising, design, and marketing
  • Workshops or seminars organized by the professional associations mentioned above
  • Subscribing to industry-specific publications or forums like AdWeek, Creativity Online, and Design Week to stay informed about recent trends

Consider relevant certifications

Passing relevant professional certification tests can reflect your dedication and commitment to your career. Several institutions offer certification courses to enhance your skills and boost your credentials. For instance, certification programs like the Professional Certified Marketer from the American Marketing Association (AMA) or a certification in design thinking can be highly beneficial.

Where the creative director jobs are

Top employers.

  • Ogilvy & Mather

Top job sites

  • CareerBuilder

What is the typical educational background for a creative director?

Typically, they hold a bachelor’s degree in marketing, advertising, design, or a similar field. However, the industry is also largely portfolio-driven, so real-world experience and an impressive portfolio can sometimes supersede formal education. Advanced roles may require a master’s degree or additional specialized training.

What kind of work experience is essential for a creative director?

Much of the work experience necessary involves practical, hands-on experience in a design or advertising environment. Many directors will have held roles such as graphic designer, art director, or copywriter before advancing. They must understand all facets of a creative project, from conceptualization to execution and implementation.

What kinds of skills does a creative director need?

As the title suggests, creativity is crucial for the role. They must be adept at problem-solving, conceptualizing strategies, implementing solutions, and effectively communicating concepts. Besides creative abilities, leadership, project management, and excellent interpersonal skills are also important. A firm understanding of marketing, advertising, and media platforms is essential as well.

What software tools are generally used by creative directors?

They generally have a firm grasp of design and editing software such as Adobe Creative Suite, including Illustrator, Photoshop, and InDesign. They may also use video editing software like Adobe Premiere Pro and animation software like After Effects. Additionally, they should be familiar with project management tools and presentation software.

How important are communication skills for a creative director?

Communication is crucial to the role. They should be able to effectively articulate their thoughts, ideas, and directives and listen to their team’s input. These skills are essential when pitching ideas to clients or stakeholders and coordinating with different departments within the organization.

What are the common challenges faced by a creative director?

They may encounter challenges, including managing a team and coordinating various projects simultaneously. Balancing creative ideas with the practicalities of budgetary and time constraints can also be complex. Continuous adaptation to new technologies and marketing trends and consistently sustaining creativity under pressure pose challenges as well.

What is the difference between a creative director and an art director?

Though the two roles work closely and often collaboratively, a creative director usually operates at a higher level than an art director. The creative director oversees the big-picture creative strategy, brand messaging, and overall execution of projects. In contrast, the art director typically manages the visual aspects of those projects, such as graphics, aesthetics, and layout.

What is the role of a creative director in a marketing agency?

In a marketing agency, they lead the conceptualization and execution of creative work to meet the clients’ needs. This includes developing campaign ideas, overhauling brand identities, directing photoshoots, or producing commercials. They also work closely with account managers and clients to ensure the creative output aligns with the client’s marketing objectives and vision.

How does a creative director work with other teams within a company?

They often work with a wide range of teams within a company. They may collaborate with marketing teams to understand campaign objectives or product development teams to ensure the brand’s visual identity aligns with the product’s design. In addition, a director may liaise with sales and customer service departments to understand the needs and preferences of the target audience.

How do creative directors keep up with changing trends and technologies?

They can keep up with changing trends and technologies by continually learning and adapting. This may involve attending trainings or conferences, networking with other professionals, or reading industry publications. Engaging in online forums and staying informed through social media platforms can also provide insights into emerging trends and technologies.

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Creative director job description

Andrew Fennell photo

Creative directors lead creative projects, campaigns and branding for their company or clients.

They direct the entire creative process from conception to delivery whilst mentoring and motivating a creative team.

Ultimately, they are responsible for the quality of the final work and ensuring that all creative work fits the brief and brand.

This guide includes a full creative director job description and all the key facts about creative directors, including average salaries, job requirements, typical employers and more.

Guide contents

How much do creative directors earn?

What does a creative director do.

  • Requirements, skills and qualifications

Who employs creative directors?

Which junior jobs progress to creative director roles.

Creative director | We Create

About We Create

We Create are one of the top 10 creative agencies in the UK. From brand strategy to content creation and digital design, we take businesses and brands to the next level and help them to create cutting edge marketing campaigns.

About the role

We’re looking for a talented and experienced creative director to oversee our creative team, guide the visuals of all client campaigns and projects and project manage the creative workflow. Reports to the agency director.

Responsibilities

  • Overseeing the creative and artistic vision for our key client accounts
  • Developing and implement concepts, guidelines and strategies for creative campaigns and overseeing them to completion
  • Ensuring all projects are completed with the client’s budget and timelines
  • Leading team brainstorming and creative sessions to generate ideas and direct the team
  • Nurturing talent and managing performance and professional development of the creative team
  • Ensuring that all completed work is both high-quality and effective and consistent with client brand guidelines and objectives

Location & commitments

  • Full-time, permanent role based in our central London office
  • 40 hours per week with regular overtime to be expected, in line with project deadlines
  • Regular travel to visit clients and attend networking sessions required
  • Fast-paced, high-pressured creative working environment

Candidate requirements

  • 7+ years in a creative role in an agency environment, ideally as a senior creative
  • An exceptional portfolio of high-quality creative work
  • Proven experience of managing and leading a creative team in some capacity
  • Multi-skilled in content creation, digital design and branding
  • High proficiency with creative design software such as the Adobe Creative Suite
  • Experience of juggling numerous clients and deadlines simultaneously
  • Degree educated in a creative field — ideally 2:1 or above
  • Previous experience as a creative director

Contact us to apply

Fancy joining a cutting-edge creative team? Send your CV, digital portfolio and cover letter to [email protected] at the earlier opportunity and tell us why you’ve got what it takes to take our agency to the next level.

CV templates 

Creative director roles are typically senior positions, hence the average UK salary of £41,570.

Creative director salaries in the UK

  • Low: £32,500
  • Average: £41,570
  • High: £52,500

Source: TotalJobs

Creative director salaries will vary hugely depending on:

  • The type of employer – Creative directors can work in-house for a single brand, for a marketing/advertising agency that works for several clients or as a self-employed contractor — which each brings huge variations in salary
  • The size of the employer – Generally speaking, the bigger the agency or brand, the higher the salary potential
  • Level of experience – As with most roles, newly appointed creative directors typically earn significantly less than very experienced creative directors — for example, a CD with 1 year of experience averages £38,000, which increases to an average of £55,000 with 10 years of experience
  • Location – Roles in London generally offer higher salaries

For example, a creative director working for a well-known, global brand is likely to earn more than a creative director working for a small marketing agency. Additionally, a creative director working in central London is likely to earn more than a creative director working outside of the capital.

These figures are taken from job advert samples and therefore do not include extra benefits such as bonuses, commission and non-financial benefits such as healthcare.

While job descriptions vary between roles, creative directors will typically carry out the following tasks, duties and responsibilities:

  • Pitching and presenting concepts – Pitching ideas for creative campaigns to clients or management/stakeholders to gain approval
  • Setting brand guidelines – Setting brand standards and ensuring all campaign and products are brand-appropriate
  • Developing creative ideas – Developing new ideas for branding, marketing campaigns and brand communications
  • Managing a creative team – Managing, motivating and directing a team of art directors, designers, copywriters, videographers etc
  • Allocating work – Allocating tasks and project work to the best-suited creative team member and supervising the daily workflow
  • Managing timelines – Setting and monitoring strict timelines, roadmaps and deadlines and ensuring projects don’t exceed deadlines
  • Monitoring budgets – Managing projects costs and expenses and ensuring the client’s or project budget is not exceeded
  • Signing off work – Quality-checking and signing off all work for approval and providing constructive feedback to the team
  • Liaising with clients – Keeping in contact with clients to update them on project progress and to highlight any problems (for agency workers)
  • Leading meetings – Organising and leading meetings and creative brainstorming sessions

What do creative directors need?

candidate requirements

A role as a creative director is a senior position with significant responsibility. For this reason, creative directors need a wide range of skills, experience, knowledge and often qualifications in order to gain a job and succeed within the role.

Specific entry requirements will vary between jobs and employers — but generally speaking, here is what is needed:

Creative director jobs will usually require the candidate to have gained significant experience within the creative industry, with experience of managing or leading a team of creatives in some capacity.

Specific time frames will vary, but as the role is so senior, it could be anything from 5–10 years+.  Candidates should also have a portfolio of successful creative projects or campaigns and relevant work.

Employers will usually expect this experienced to be within the relevant sector — for example, a games design agency would look for candidates with game design experience specifically.

Creative director skills

In order to succeed in the role, creative directors should possess the following skills and competencies:

  • Market knowledge: Knowing the the industry of the employer or client (e.g. retail, hospitality etc.)
  • Creative skills: Understanding copywriting, design, typography, branding and marketing techniques and best practices
  • Creativity: Coming up innovative and creative ideas and concepts in line with the clients’ vision
  • Project management: Delegating and monitoring work, ensuring deadlines are met and increasing efficiency where possible
  • Communication: Communicating clearly, confidently and articulately with clients, colleagues, managers and stakeholders face-to-face, as well as via email and phone
  • Interpersonal: Forging positive, trusting relationships with team members and clients
  • Leadership: Leading, inspiring and motivating a creative team to success
  • Presentation: Pitching and presenting ideas to clients, colleagues and directors
  • Technical ability: Using a wide range of software and applications involved in the creative process

Creative director qualifications

The majority of marketing and advertising agency staff are graduates. However, experience is still the most important factor during the hiring process.

Additionally, there are numerous qualifications that are recognised throughout the creative industries and can help creatives to refine or update their skillset and become better candidates for creative director roles.

These include, but are not limited to:

Creative degree

Most creative professionals are degree educated and, as such, a relevant undergraduate degree is often (though not always) listed as an essential requirement for creative director jobs. There is a huge range of creative degrees available in universities across the country, in subjects such as:

  • Advertising
  • Graphic Design
  • Fashion design
  • Photography
  • Illustration
  • Game design
  • Creative writing
  • Media production

Creative directors are often qualified in a subject relevant to the industry they work in — for example, a creative director of an advertising agency would benefit from a marketing or advertising degree, while a creative director of a video studio would benefit from a degree in video, media production or photography. However, this isn’t a necessity, as many creatives gain experience in numerous disciplines and end up specialising in an area that is unrelated to their degree.

Chartered Institue of Marketing qualifications

An understanding of how to effectively market products is often a fundamental part of the creative director’s role. Whether working in-house or as part of an agency working for numerous clients, the end goal is almost always to raise brand awareness, engage with the target audience and increase sales.

As the marketing industry’s professional body, creative directors can benefit from gaining qualifications from the Chartered Institue of Marketing. The qualifications are globally-recognised and can help to develop a creative director’s strategic approach and a deeper level of marketing expertise.

The key qualifications are:

  • Foundation Certificate in Professional Marketing or Digital Marketing: Level 4
  • Diploma in Professional Marketing or Digital Marketing: Level 6
  • Postgraduate Diploma in Professional Marketing: Level 7
  • CIM Marketing Leadership Programme: Level 7

The Institute of Practitioners in Advertising qualifications

The IPA is the UK’s advertising professional body and set the standards and protocols for best practice standards. For creative directors with a focus on advertising, the IPA’s qualifications are prized for their direct commercial relevance and make for a great way to diversify skillsets and advertising knowledge.

The key qualifications on offer are:

  • IPA Foundation Certificate: 30 hours
  • IPA Advanced Certificate: 45 hours
  • IPA Excellence Certificate: 150 hours

However, they also offer a range of short courses on subjects such as presentation, branding and leadership.

What is expected of creative directors?

Creative directors are typically expected to commit to the following:

  • Full-time hours – Due to the demands of the role, creative director position typically require full-time hours (35 – 40 hours per week) — part-time positions are rare
  • Regular overtime – Working long hours outside of the core hours is to be expected, in order to meet deadlines for major campaigns
  • Fast-paced work – The role is known to be fast-paced and often stressful, with tight deadlines to meet and multiple projects to juggle
  • Location – Normally based at the employer’s head office
  • Regular travel & networking – There may be some day-to-day travel involved in order to meet clients, as well as regular networking responsibilities outside of office hours

Creative director benefits

As creative directors are typically senior-level employees, they’ll usually receive a generous benefits package. This may include some or all of the following perks:

  • Bonuses – based on campaign performance
  • Commission – based on client sales and upselling (normally when working for an agency)
  • Generous pension contributions
  • Generous holiday allowance
  • Private healthcare
  • Company car or car allowance
  • Company discounts
  • Flexible working opportunities

Employers

Creative directors typically work at marketing or advertising agencies or in-house for a single company.

Agencies offer their services to numerous clients, meaning creative directors would work on a large variety of projects, campaigns and briefs. In-house creative directors, in comparison, work for a single brand and are devoted to that company’s vision, ongoing campaigns and creative communications.

Roles are available all over the country but are far more widely available in London and the major cities. Jobs are more common within the private sector but are occasionally available within charities and not-for-profit organisations.

Typical creative director employers include:

  • Marketing agencies
  • Advertising agencies
  • Branding agencies
  • Large companies and brands

Stepping stone jobs

Creatives typically spend 5 to 10+ years in the type of creative media they’re looking to work in before having the breadth of experience required to lead a creative team and become a director.

There is no linear career path, as so many creative jobs and career paths exist. However, creative directors typically get started in a junior creative role to build a portfolio and experience, before moving into a mid-weight or senior creative role, such as:

  • Graphic designer
  • Marketing executive
  • Advertising executive
  • Videographer
  • Photographer
  • Fashion designer

Which senior jobs do creative directors progress to?

Even though a role as a creative director can offer lucrative salaries and enjoyable work, the job also offers varied opportunities for progression within the creative industry.

Promotion is varied and largely depends on the size and structure of the organisation being worked for. However, most creative directors progress into other director-level roles or use their experience to set up their own agency or business. Some common moves include:

Chief marketing officer

A chief marketing officer (CMO) takes the lead in the planning, development and execution of a marketing strategy within a business. A CMO has more involvement in the overall business and marketing strategy than a creative director, who focuses solely on the creative execution of the strategy. Experienced creative directors who work for an in-house marketing department often move into the role of CMO, which typically offers even higher salaries.

Creative director consultant

Creative director consultants/freelancers work for agencies or brands on short-term, temporary contracts or for numerous clients at once. Once creative directors have gained experience and built up a professional reputation and strong network, the opportunity for freelance work is plentiful and offers an average day rate of £525.

Agency or brand owner

The creative and leadership experience paired with the large network of contacts gained, typically puts creative directors in good stead for taking the plunge into entrepreneurship. For this reason, experienced creative directors sometimes end up starting their own marketing/advertising agency or brand.

Creative director job description – conclusion

Landing a role as a creative director is often considered the pinnacle of a creative career.

The job requires years of experience in creative roles and (often) a degree.

While competition for this senior role can be competitive, it does offer higher than average UK salaries and a rewarding work life.

Is Career Training in Film Right for You?

NFI

Creative Director – Everything you need to know

Creative directors work in a variety of fields. They work at film studios, magazines, marketing, advertising firms, charities, and private companies as creative directors. Even the White House boasts of a creative director .

creative director travel

What is a Creative Director?

A creative director’s work includes developing and overseeing innovative initiatives from conception to completion. Creative directors set the tone for a company’s branding or a film’s concept. In marketing, advertising, or creative campaigns, they control the overall vision and narrative. They usually do not become involved in the creative process themselves, instead delegating it to others. Filmmaker Paul Trillo teaches the basics of designing visual effects with a green screen .

creative director travel

Creative directors engage with clients daily to discuss their needs, organize team brainstorming sessions, manage a budget, oversee creative decisions, and produce projects. Great creative directors will know how to lead and motivate their teams by ensuring that they have the resources to produce their best work.

What Does a Creative Director do?

Skills Needed to Become a Creative Director

An artistic eye.

Design trends, art history, cinematographic techniques, Illustration , and literary styles are all examples of creative crafts that creative directors should be familiar with. Design thinking and the ability to visualize your ideas are equally essential talents.

Communication Skills

Communication is the responsibility of creative directors with their team, company management, and clients. It’s crucial to be able to provide and receive feedback, manage various team members, and effectively express a creative vision so that others can put it into action . In addition, they must be able to make presentations regularly. Therefore public speaking skills are essential.

You will probably start as a writer, designer, photographer, or similar junior-level creative function before becoming a creative director, and mastering that trade is an integral part of the road. After that, you will need managerial positions where you can polish your communication and leadership abilities.

A Day in the Life of a Creative Director

The Process of Becoming a Creative Director

Get a higher education.

A bachelor’s degree in a creative discipline such as art, marketing, graphic design, photography , or fashion is usually required to study how to become a creative director in fashion or any other field.

A master’s degree in visual arts or business management is also an option for some creative directors. Although a master’s degree is not needed, it may offer you an edge over other applicants.

Obtain Professional Experience

In creative fields, though, experience trumps education, so you need to get some hands-on experience. This stage is even more vital if you want to become a creative director without a degree.

Before becoming a creative director, you’ll need anywhere from five to ten years of experience, and you can start as a graphic designer, photographer, or artist to get creative experience. Begin by applying for an internship, fellowship, entry-level job, or junior position.

While this is the standard progression, don’t get too caught up in the details. “Indirect career routes provide a wealth of unique and significant experiences. So don’t worry if yours does not match anyone else’s—you can do it your way,” Nancy Herrmann , creative director of Stark Design and Boutique, a branding and advertising agency, advises.

Build a Portfolio

While other jobs require a CV, a creative director portfolio is more crucial in the creative field. Your creative director portfolio, which will emphasize your skills and previous work, will be requested by all possible employers. Consider your portfolio to be a marketing tool that demonstrates your abilities.

Refine your Skills and Gain Expertise

The finest creative directors are always looking for ways to broaden their horizons, stretch their skills, and find inspiration in unexpected places. “A lot of people can be inspired by the same thing, but your perspective on it, your life choices, where you are creatively, and your own standpoint will make your work stand out.” That’s what’s going to make or break the story, according to creative director Daniel Vosovic .

Creatives need to connect with other creatives in meaningful ways. Networking allows you to acquire inspiration and learn new approaches from seasoned professionals and maybe hear about or land new job prospects. Connecting on social media sites like Instagram and LinkedIn is a low-pressure, friendly way to network. Still, in-person events like conferences, workshops, and art fairs can also lead to valuable contacts.

Every creative industry has professional organizations that provide information, events, and prize competitions. Although it is not necessary for creative directors to join a professional organization, it can give excellent networking and learning opportunities.

How to Become a Creative Director in 2021

Salary of a Creative Director

According to PayScale , the average salary for a creative director is $88,754. On the other hand, creative directors are said to earn an average of $110,000, according to Glassdoor . According to the US Bureau of Labor Statistics, the average creative director pay in 2019 was $74,420, with creative directors earning $35.78 per hour.

creative director travel

Professional graphic designer Cara Ord shares how to construct and market your creative portfolio.

How to Craft a Portfolio?

If you want to learn how to become a creative director, you will need to create a creative director portfolio, which is an online center that shows potential employers who you are and what you can do.

Include published work samples in areas like photography, design, and videography, as well as case studies that demonstrate the outcomes of your creative efforts, such as improved brand awareness or client testimonials. Include any accolades you’ve received in your portfolio as well. Also, keep in mind that how you display your work as a creative director is just as important as the job itself. Your portfolio should be a simple, design-forward experience that showcases only your most remarkable work and is easy to navigate. Consider it a visual depiction of who you are as a creative professional, and put effort into nailing down your style.

Becoming a Creative Director Without a Degree

Although most producers and directors have a bachelor’s degree, you can become a creative director without one. Master’s degrees are common among directors, but they are not required.

Without a degree, you’ll need a lot of professional experience in your chosen sector to become a creative director. But, most importantly, a creative vision that is so strong that it cannot be overlooked. “The industry is looking for someone who can break the mold,” Hudson explained. “Different talents and voices will help create compelling stories and unique cultures.”

Creative Directors in Different Fields

In the film industry, the creative director is known as the “production designer.” A production designer is in charge of creating the visual appearance of a film. They oversee a team of employees and are constantly developing new ideas and methods of working. The job is similar to that of a creative director in the video game business. Designers in this sector must generate expressive and innovative concepts and translate them into cinematic content. During the production of a film, a set amount of money is usually split across various departments. To achieve optimal quality in the film art department, creative directors must decide how to divide and use finances most efficiently and effectively as possible. The structuring of sequences and sets once a film begins the shooting process is a good example. It is critical for creative directors to understand what props and effects should be employed and how they should be used across the film’s numerous sets and sequences during this process.

Advertising

A creative director in the advertising industry is dedicated to developing various marketing plans and tactics for the firm or client for which he or she has been recruited. Assuming that one is employed by a well-known and well-established organization, the director would work with some sort of creative department or management. In most cases, the creative director would also be the project manager who works directly with employers, and they would be in charge of generating concepts for advertising and other promotional needs for their clients.

Creative directors in advertising are typically promoted from copywriting or art directing positions. It’s also common to be familiar with filmmaking techniques. Executive creative directors, sometimes known as chief creative officers, have executive responsibility for the whole creative department, and some even climb to the chairman of a corporation.

Creative directors typically have a background in communication design, visual arts, or animation. Copywriters can have degrees in journalism, language arts, or media innovation or specialize in advertising copywriting while studying communication design.

In music, creative directors are divided into numerous important jobs that make up the total. The individual, the director, must master tasks related to one another in this creative sector. An orchestral conductor is a good example of directing music, harmonizing symphonies, and guiding and directing other musicians in an ensemble. In this perspective, the three jobs are active musician, musical art director , and instructor who teaches and informs society about music.

Certain game designers are referred to as “creative directors,” “executive designers,” or “game directors” due to the rising team sizes and more specialized disciplines in the games industry. A video game company’s creative director is typically in charge of product development across several titles and is widely recognized as the company’s primary design authority. Peter Molyneux, Sam Lake, Neil Druckmann, and Shigeru Miyamoto are some instances of people whose influence spans multiple projects.

creative director travel

Shigeru Miyamoto.

In this profession, the creative director has a significant role to play. The director must come up with ideas to move a video game project ahead. Many of the director’s responsibilities entail collaborating with multiple persons or teams throughout the project or video game production. Cross-functional collaboration between the numerous disciplines involved in game creation is one example. A creative director typically has a bachelor’s degree, but in some cases, a high school diploma with a strong emphasis on art, graphics, computer science, and arithmetic may suffice.

Proficiency in computer programming and graphic creation are skills that a creative director in the video game industry may possess, such as outstanding interpersonal and writing skills. Their previous experience in the industry will determine the specific abilities a game director possesses. A creative director, often known as a game director, is not typically an entry-level role, but it can be in a smaller business. This is more prevalent in start-up organizations, albeit one would generally have to achieve that position by demonstrating their abilities and growth over several years.

In a fashion house, the creative director is the highest creative job. The creative director does not design clothes; instead, they develop and communicate an overarching concept(s) for a given collection or the label as a whole. The primary responsibility of a fashion creative director is to determine what ideas should be made, what would appeal to the target market, and how the concepts will be applied and distributed in partnership with fashion designers who are in charge of designing the garments and textiles.

Difference Between a Creative Director and Creative Producer

Creative director.

Creative directors will have a background in the arts. They are concerned with all parts of a project for a customer in order to create visual presentations that compel a viewer to take action. Working as a creative director for an advertising agency or a public relations business is common. They could also work for a film studio as part of a team that creates sets, designs backgrounds, or makes costumes.

Job Responsibilities of a Creative Director

  • From concept to full production, it serves as a connection between upper management and the artistic team. 
  • Represent the team with clients and deliver presentations as needed.
  • Fees should be negotiated based on budgetary constraints.
  • Take the lead in hiring professional talents such as actors, singers, and voice-over artists.
  • Keep up with the most recent publishing, advertising, marketing, and internet trends.

Creative Producer

Producers that are creative will be at the forefront of any film production . Many independent creative producers collaborate with independent writers, producers, and directors. They usually begin with a script they believe in and then pitch the film’s concept to a producer who can assist with financing and distribution. The decision of the director is assisted by creative producers, who then work on the casting of actors and staff.

  • Develop a script idea with writers that can be made into a film
  • Work closely with a writer or writers to refine or rewrite a script
  • Appoint a director and work with them to strategize bringing the movie to life
  • Negotiate the appointment of talent in front of and behind the cameras
  • Negotiate screenings in festivals and competitions

Creative Directors Share Their Experiences

Dan teran, creative article, article.

Dan recalls fantasizing about becoming a firefighter when he was younger. “At one point, I also aspired to be President,” he continues. Instead, he studied International Politics and Economics with an eye on a political career. After a brief job in political consultancy, he relocated to New York to work as a paralegal in the battle against environmental crimes, even considering law school.

He couldn’t help but become engaged in both the art and startup worlds as he spent more time in his new home city. “It all just kind of made sense” when he heard about Artisicle, which united his two newfound hobbies.

As Creative Director, he is in charge of all marketing activities and all of the website’s creative material. He also handles artist recruiting, onboarding, and site visits, essentially assisting new and seasoned artists in their professional development.

creative director travel

Dan Teran, Creative Director of Artsicle .

Anthony Sperduti, co-creative director, Partners & Spade

I am in charge of a brand’s creative vision, as well as its style, feel, and tone. The true aim of a creative director is to have a point of view and a distinct vision that can be conveyed clearly. It’s difficult to direct creative undertakings via committee.

creative director travel

Anthony Sperduti, co-creative director, Partners & Spade  

Guy Duncan, Global Group Creative Director, Coca-Cola

A creative director at Coca-Cola must have a powerful and clear creative vision for their business. In terms of function, they are in charge of four critical stages of content development: briefing on the content, spotting a great idea and shaping the content, and protecting and navigating it toward production and activation in our global markets. I oversee our roster of agencies on the brands while also being open to developing ideas from a variety of sources, including: 

  • Direct from creative partners (directors/photographers)
  • Co-creating with fans 
  • Partnering with other creative sectors.

creative director travel

Guy Duncan, Global Group Creative Director , Coca-Cola

Andrew Lincoln, Creative Director, Crispin Porter + Bogusky

I primarily deal with art directors, copywriters, and developers, and my goal is to motivate them to work as hard as they can to produce the finest work possible. I make certain that when we present work to clients, we are presenting the best work possible. When I try to explain what I do, I’ll occasionally bring up Don Draper and Mad Men. Being a creative director is similar to that, but without smoking, drinking, or cheating.

creative director travel

Andrew Lincoln, Creative Director, Crispin Porter + Bogusky .

Lisa Bright, Creative Director, Iris

Bright was the brains behind Jeep’s Portraits, the year’s most talked-about Super Bowl campaign, which had more than 12 million views on YouTube and won the Clio Creative Bowl’s Best Ad of the Big Game award. She also worked on Clearasil Ultra’s choose-your-own-adventure-style digital campaign and led the global makeover of mobile carrier “The People’s Operator.” It is all quite impressive.

creative director travel

Karen Costello, EVP and Executive Creative Director, Deutsch

For the 2016 Grammy Awards, Costello collaborated with Target to make the first-ever live music video with Gwen Stefani. She was also the creative director for Target’s Star Wars campaign, and she recently completed a documentary-style shot for Angel Soft honoring single mothers on Father’s Day.

creative director travel

Famous Celebrities as Creative Directors

Justin Timberlake was signed as a creative director for Bud Light Platinum .

creative director travel

Justin Timberlake, Creative Director, Bud Light Platinum .

Alicia Keys was also signed for a similar role at BlackBerry .

creative director travel

Alicia Keys, Creative Director, BlackBerry .

The famous singer , Lady Gaga was also appointed as a creative director at Polaroid .

creative director travel

Lady Gaga, Creative Director, Polaroid

The star rapper Will.I.am was also given the job by the tech giant, Intel .

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Will.I.am, Creative Director, Intel . 

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What is a Creative Director and How to Become One

By Lace Brunsden

Published: March 6, 2024

Ever wondered what it takes to steer the creative vision of a project or a brand?

Join us as we explore the responsibilities, skills, and pathways to becoming a Creative Director in today’s competitive industry. Whether you’re a budding designer or a seasoned professional looking to ascend the creative ladder, this guide has something for everyone aspiring to leave their mark on the world through innovative design and storytelling.

Career Summary

Creative director salary.

Creative Director Salary

According to Glassdoor , the average creative director salary can be summarized as follows:

  • Lower-End: USD 126,000
  • Median: USD 166,000
  • Higher-End: USD 222,000

In comparison to the average salary across the United States, which Forbes estimates is USD 59,428, the average creative director salary is very high . 

What is a Creative Director? 

A Creative Director is a pivotal figure within creative industries such as advertising, design, fashion, film, and digital media. They are responsible for shaping and executing the overall artistic vision and direction of a project or brand. The Creative Director job description requires a blend of strategic thinking, artistic prowess, and leadership skills to inspire and guide a team of creatives toward achieving cohesive and impactful results.

What Does a Creative Director Do?

As a Creative Director, you will collaborate closely with clients, executives, and other stakeholders to understand project goals and objectives. From there, you will conceptualize creative strategies, develop innovative ideas, and oversee the execution of campaigns, ensuring they align with the brand’s identity and resonate with the target audience. 

Additionally, Creative Directors provide mentorship and guidance to their team members, fostering a creative environment where ideas flourish and excellence is achieved. They also stay abreast of industry trends, technologies, and cultural shifts to keep their work fresh and relevant. Ultimately, a Creative Director is the driving force behind turning abstract concepts into compelling visual narratives that captivate audiences and drive business success.

Creative Director Career Progression

  • Junior Designer/Assistant Creative: You’ll support the creative team by executing tasks such as design research, asset creation, and project coordination.
  • Graphic Designer/Creative Lead: You’ll take on more responsibility in conceptualizing and designing visual elements for campaigns, under the guidance of senior creatives.
  • Senior Designer/Art Director: You’ll lead projects, manage teams, and provide strategic direction, demonstrating your ability to take ownership of creative initiatives.
  • Associate Creative Director: You’ll oversee multiple projects, collaborate closely with clients, and play a key role in shaping the creative vision and strategy for campaigns.
  • Creative Director: You’ll lead a team of creatives, drive the overall artistic direction of projects, and work closely with clients and stakeholders to ensure alignment with brand objectives and vision.
  • Executive Creative Director/Chief Creative Officer: You’ll have a significant impact on the overall direction of the company’s creative output, driving innovation, and shaping the organization’s creative culture and identity.

Creative Director Career Progression

Best Aspects of Working as a Creative Director

  • Creative Freedom
  • Leadership Opportunities
  • Collaboration with Talented Professionals
  • Influence on Brand Direction
  • Impactful Creative Output

Worst Aspects of Working as a Creative Director

  • High Pressure and Stress
  • Balancing Creative Vision with Client Expectations
  • Long Hours and Tight Deadlines
  • Managing Conflicting Opinions and Feedback
  • Dealing with Creative Burnout

Useful Creative Director Skills

  • Strategic Thinking
  • Strong Communication Skills
  • Leadership and Team Management
  • Creative Problem-Solving
  • Ability to Adapt to Change

Popular Creative Director Specialties

  • Advertising Creative Director
  • Fashion Creative Director
  • Film/Video Creative Director
  • Digital Creative Director
  • Graphic Design Creative Director

How to Become a Creative Director

Creative Director 5 Steps to Career

Do I Need a Degree to Become a Creative Director?

While a degree can provide valuable knowledge and skills, it’s not always a strict requirement to become a Creative Director. Many successful Creative Directors have gained experience and expertise through practical work experience, mentorship, and continuous learning. 

However, having a degree in a relevant field such as design, marketing, fine arts, or communications can certainly be beneficial and may enhance your credibility and opportunities in the industry. Ultimately, what matters most is a combination of talent, experience, creativity, leadership abilities, and a strong portfolio of work.

Can I Become a Creative Director Through Online Education?

Yes, you can potentially become a Creative Director through online education , although it may depend on various factors such as the quality of the program, your dedication to learning, and your ability to gain practical experience. Online education platforms offer a wide range of courses and programs in fields relevant to creative direction, including design, marketing, branding, and leadership. 

By enrolling in online courses, obtaining certifications, building a strong portfolio, and gaining hands-on experience through internships or freelance work, you can develop relevant creative director skills and knowledge necessary to pursue a career as a Creative Director. However, it’s important to research and choose reputable online education providers and to supplement your online learning with practical experience and networking opportunities to maximize your chances of success.

What are Some Web Resources to Learn Creative Director Skills

Here are some relevant web resources where you can learn the necessary Creative Director skills:

  • Adobe Creative Cloud Learn : Offers tutorials, tips, and resources on using Adobe Creative Cloud software, essential for creative professionals.
  • CreativeBloq : Provides tutorials, articles, and inspiration across various creative disciplines, including design, illustration, and animation.
  • The Futur : Offers online courses and resources focusing on design, branding, and business skills for creative professionals.
  • AIGA (American Institute of Graphic Arts) : Provides design resources, articles, and events aimed at advancing design as a professional craft, strategic tool, and vital cultural force.
  • Communication Arts : Features articles, insights, and showcases of exceptional design, advertising, and digital work, offering inspiration and industry insights.
  • Design Observer : Offers essays, articles, and podcasts exploring design, culture, and society, providing thought-provoking insights for creative professionals.
  • Fast Company Design : Provides articles, interviews, and trends covering design, innovation, and creativity in business and technology.
  • Smashing Magazine : Offers tutorials, articles, and resources for web designers and developers, covering a wide range of topics from coding to user experience design.

Practical Experience

What are internship opportunities for aspiring creative directors.

Internship opportunities for aspiring Creative Directors can vary depending on the industry and company.

Here are some potential internship roles that can provide valuable experience:

  • Creative Intern: Assisting the creative team with various tasks such as brainstorming, design research, and concept development.
  • Design Intern: Working closely with designers to create visual assets, layouts, and presentations for projects.
  • Marketing Intern: Gaining experience in marketing strategies, campaign development, and brand management, which are essential for understanding the broader context in which creative direction operates.
  • Advertising Intern: Assisting in the development of advertising campaigns, including concept ideation, copywriting, and visual design.
  • Digital Media Intern: Learning about digital media platforms, content creation, and social media marketing strategies, which are increasingly important in today’s digital landscape.
  • Fashion Intern: Working in fashion-related roles such as styling, photo shoots, or fashion show coordination, depending on the company’s focus.
  • Film/Video Production Intern: Assisting in film or video production, including pre-production planning, filming, editing, and post-production tasks.
  • Art Direction Intern: Gaining experience in art direction, including overseeing visual aspects of projects, collaborating with creative teams, and ensuring consistency with brand guidelines.

Essential Creative Director Skills You Will Develop

As a Creative Director, you will develop and refine a diverse set of skills across various domains, including:

  • Creative Thinking: Cultivating the ability to generate innovative ideas and solutions to creative challenges.
  • Leadership: Learning to inspire and motivate teams, provide constructive feedback, and guide projects from concept to completion.
  • Strategic Planning: Developing the capacity to align creative efforts with overarching business objectives and market trends.
  • Communication: Enhancing verbal and written communication skills to articulate ideas, present concepts, and collaborate effectively with clients and colleagues.
  • Problem-solving: Acquiring skills to identify issues, analyze situations, and devise creative solutions that address client needs and project goals.
  • Project Management: Learning to organize resources, set timelines, and prioritize tasks to ensure projects are completed on time and within budget.
  • Visual Design: Strengthening proficiency in design principles, typography, layout, and other visual elements to create compelling and impactful designs.
  • Brand Development: Understanding how to develop and maintain brand identities, ensuring consistency across various marketing materials and channels.
  • Client Relationship Management: Building rapport with clients, understanding their needs and preferences, and fostering long-term relationships based on trust and satisfaction.

What is the Work-Life Balance of a Creative Director?

The work-life balance of a Creative Director can vary significantly depending on factors such as industry, company culture , project deadlines, and individual preferences.

Here are some insights into the work-life balance of a Creative Director:

  • Varied Schedule: Creative Directors often have a dynamic schedule, with some days filled with client meetings, brainstorming sessions, and presentations, while others may involve focused time for creative work and strategy development.
  • Long Hours: It’s common for Creative Directors to work long hours, especially when deadlines are approaching or during periods of intense project activity. This may include evenings, weekends, and occasional overtime to ensure project success.
  • High Pressure: The role of a Creative Director often involves managing multiple projects simultaneously, balancing competing priorities, and delivering high-quality work under tight deadlines. This can contribute to high levels of stress and pressure.
  • Flexibility: Despite the demanding nature of the job, Creative Directors may have some flexibility in how they structure their workday or manage their time, allowing for occasional breaks or personal appointments during business hours.
  • Passionate Pursuit: Many Creative Directors are deeply passionate about their work and find fulfillment in the creative process, problem-solving, and bringing ideas to life. This intrinsic motivation can sometimes blur the boundaries between work and personal life.
  • Collaborative Environment: Creative Directors often thrive in collaborative environments where they can bounce ideas off colleagues, mentor junior team members, and foster creativity and innovation within their teams.

What’s the Career Outlook for Creative Directors in the USA?

The U.S. Bureau of Labor Statistics (BLS) doesn’t provide specific data on Creative Directors as a separate occupational category. Instead, Creative Directors are often grouped within broader categories such as Art Directors or Advertising, Promotions, and Marketing Managers.

The job outlook for Advertising, Promotions, and Marketing Managers is estimated to be 6% between 2022 and 2032. This is faster than the national average. Similarly, the job outlook for Art Directors is also estimated to be faster than average, with a projected growth of 6% between 2022 and 2032 . 

Based on this information, we can assume that the job outlook for Creative Directors over the next ten years will be generally positive, and growth could potentially be higher than the average. 

Creative Director Popular Career Specialties

What are the Job Opportunities of a Creative Director?

  • Creative Director: As a Creative Director, you oversee the entire creative process, from concept development to final execution, ensuring that all projects align with the brand’s vision and objectives.
  • Art Director : In the role of an Art Director, you lead the visual direction of projects, guiding designers and artists to create cohesive and visually impactful work across various mediums.
  • Design Director: As a Design Director, you manage design teams and projects, providing direction and feedback to ensure high-quality design solutions that meet client needs and project goals.
  • Brand Creative Director: As a Brand Creative Director, you are responsible for defining and maintaining the brand’s visual identity and voice, ensuring consistency and resonance across all brand touchpoints.
  • Content Creative Director: In this role, you drive the creative strategy and execution of content initiatives, overseeing the development of engaging and compelling content across multiple channels and platforms.
  • Digital Creative Director: As a Digital Creative Director, you lead the creative direction for digital projects, including websites, mobile apps, and interactive experiences, leveraging emerging technologies to create immersive and engaging user experiences.
  • Marketing Creative Director: In the role of Marketing Creative Director, you develop creative concepts and campaigns that effectively communicate brand messages and drive engagement, collaborating closely with marketing teams to achieve campaign objectives.
  • Advertising Creative Director: As an Advertising Creative Director, you conceptualize and execute innovative advertising campaigns that captivate audiences and resonate with consumers, pushing creative boundaries to achieve campaign success.
  • Fashion Creative Director: In this role, you lead the creative vision for fashion brands, overseeing the design of collections, fashion shows, and marketing campaigns, while staying abreast of industry trends and consumer preferences.
  • Film/Video Creative Director: As a Film/Video Creative Director, you shape the visual storytelling and artistic direction of film and video projects, collaborating with directors, producers, and cinematographers to bring stories to life on screen.
  • Editorial Creative Director: In this role, you oversee the visual direction of editorial content, including magazines, newspapers, and digital publications, ensuring that content is visually compelling and aligned with editorial objectives.
  • UX/UI Creative Director: As a UX/UI Creative Director, you lead the design of user interfaces and experiences, focusing on usability, accessibility, and aesthetics to create seamless and engaging digital products and services.
  • Gaming Creative Director: As a Gaming Creative Director, you drive the creative direction of video game development projects, overseeing art direction, storytelling, and gameplay mechanics to deliver immersive and memorable gaming experiences.

What Type of Companies Hire a Creative Director?

  • Advertising Agencies: As a Creative Director, you’ll find opportunities in advertising agencies, where you’ll lead creative teams in developing and executing innovative campaigns for a diverse range of clients across various industries.
  • Design Studios: In the role of a Creative Director, you may work in design studios, overseeing the creative direction of projects such as branding, graphic design, and digital design for clients ranging from startups to established brands.
  • Marketing Departments: As a Creative Director, you can join marketing departments within companies across industries, where you’ll lead the creative strategy and execution of marketing initiatives, including content creation, social media campaigns, and experiential marketing efforts.
  • Fashion and Retail Companies: In the fashion and retail industry, you’ll have opportunities as a Creative Director to shape the visual identity and direction of fashion brands, retail stores, and e-commerce platforms, creating compelling visual experiences for consumers.
  • Film and Entertainment Companies: As a Creative Director, you may work in film production companies, animation studios, or entertainment companies, where you’ll lead creative teams in developing concepts, visual effects, and storytelling for films, television shows, and digital content.
  • Digital Agencies: In digital agencies, you’ll serve as a Creative Director, overseeing the creative process for digital marketing campaigns, website design, and mobile apps, collaborating with multidisciplinary teams to deliver engaging digital experiences for clients.
  • Nonprofit Organizations: Nonprofit organizations often hire Creative Directors to lead the creative direction of marketing materials, fundraising campaigns, and awareness initiatives, leveraging creativity to advance social causes and drive positive change.
  • In-House Creative Departments: Many companies have in-house creative departments, where you’ll work as a Creative Director leading internal teams in developing branding, marketing, and communication materials that align with the company’s objectives and values.

Should I Become a Creative Director?

In conclusion, the role of a Creative Director offers a dynamic and rewarding career path for those passionate about creativity, innovation, and leadership. As you’ve explored the responsibilities, skills, and opportunities associated with this role, you may find yourself inspired by the prospect of guiding creative teams, shaping impactful campaigns, and leaving a lasting mark on brands and projects. However, becoming a Creative Director requires dedication, hard work, and a commitment to continuous learning and growth. 

Ultimately, whether you should pursue this path depends on your unique strengths, interests, and career aspirations. If you thrive in fast-paced environments, enjoy leading teams, and possess a strong creative vision, then pursuing a career as a Creative Director could be the right choice for you. So, take the time to reflect on your goals and aspirations, and if the prospect of becoming a Creative Director excites you, then embrace the journey with enthusiasm and determination.

Careers Related to Creative Director

  • Art Director
  • Brand Manager
  • Marketing Manager
  • Product Designer
  • UX Designer

Lace Brunsden

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What Does a Creative Director Do?

Luke Leighfield

You’ll see the creative director job title in all kinds of industries, heading up creative departments at film studios, hot San Francisco startups, magazines, advertising agencies, and lots more.

But with creative director positions spanning such a range of work environments, you might want to know exactly what they do and how you can become one. Don’t worry – we’ve got you.

In this article, we’ll talk you through the creative director job in more detail, explain what skills you’ll need to pursue being a creative director as a career, and clear up any confusion over the similarities between creative directors and art directors.

Let’s do this!

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What is a creative director?

A creative director is the person responsible for the creative vision of a project. They’ll manage the entire creative process, from the brainstorming and ideation stage right through to delivering creative assets (whether it’s a Tube ad, social media post, or some web design assets).

Besides creative direction chops, this role requires some knowledge that you might not expect in a creative director job description . Creative directors need to have strong interpersonal and leadership skills to keep the entire team onboard (and creative ideas flowing), as well as managing client meetings and leading workshops or feedback sessions.

Creative directors also need to be on top of timelines and budgets, ensuring that projects are delivered on time and without breaking the bank. So be prepared to pore over spreadsheets and calendars, as well as scribbling on whiteboards.

Typically, creative directors don’t do the actual work themselves. Instead, they direct others to carry out the creative vision. A creative director’s team could include a whole range of people, including illustrators, copywriters, art directors, graphic designers, and potentially other team members helping with creative strategy, creative services, or project management.

What are the different types of creative director?

The specific details of a creative director’s work will depend on the industry you’re working in. Creative director jobs are super varied and you’ll need to research roles in more detail to know exactly what skills and responsibilities are expected of you. Below, we’ll go into some of the more common industries that a creative director works in.

Creative directors in visual merchandising

Some creative directors work in visual merchandising at high street stores. This involves ensuring that the creative team’s art direction of window displays and model installations will help the brand hit its sales targets, as well as just looking good. As part of this, you’ll need to know about seasonal Pantone color trends and other movements in the industry.

Creative directors in film or TV

Somewhat confusingly, creative directors in film and TV are often known as production designers. In a production designer role, you’ll manage the creative vision of all a film’s visual elements: color palette, set design, costumes, and hair and makeup styling.

Creative directors in magazines

Working as a creative director at a magazine involves overseeing the entire publication – from which articles you include to the minutiae of font choices. It’s a broad role that could see you flexing your Adobe creative suite muscles, as well as looking at the publication from a big picture perspective.

The difference between creative directors and art directors

While the Creative Director and Art Director job descriptions have some similarities, there are some key differences that you should be aware of. There’s a lot of crossover, particularly at smaller workplaces, but they each require different skills and have separate responsibilities.

In a nutshell

Creative directors think about the big picture. They brainstorm and conceptualize the larger creative vision.

Art directors deal with the details. They take the larger creative director’s big ideas and implement them in design.

It’s important to be clear about these differences so that everyone on the team knows who’s responsible for what, and who to go to for help on a particular task. It can also help you with figuring out the budget for your production.

How can I become a creative director?

Get a good education.

Many creative directors start out by earning a Bachelor of Arts (BA) or Bachelor of Fine Arts (BFA) degree before entering the workplace. It’s not necessarily a dealbreaker, but you might want to opt for a degree in a related subject like art, fashion, graphic design, marketing, or photography.

Some creative directors also get a master’s degree, either focusing on the art direction side (e.g., fine arts) or the business administration side. Having a master’s is a luxury, but it might be helpful if your BA isn’t in a related field.

Gain work experience

While some creative professionals find their education to be helpful, it’s worth remembering that experience almost always trumps education in the creative industries. So if you don’t have a bachelor’s degree, there’s still hope!

Most creative directors start out by gaining 5-10 years of experience doing creative work in a related field. This could include working as a graphic designer, copywriter, photographer, artist, or illustrator, for example.

If you know someone who can help you get your foot in the door, try calling in a favor. And if you don’t, try applying for an internship, fellowship, entry-level job, or junior role. The sooner you can start working on some real-life creative projects, whether in-house or at an agency, the better.

Craft your portfolio

On top of a CV that shows your work experience (and an up-to-date LinkedIn profile), you’ll also need a creative director portfolio that shows off your work. If you mostly work with video, it might be a showreel. If you work with adverts, it could be a page on your website or a short PowerPoint presentation.

Whatever the medium, the most important thing is that you can sell your creative ideas and the skills you bring to a team. (Hint: you might want to create a template that you can customize depending on who you’re pitching to.)

Hone your skills

The most important part of becoming a creative director is to master the skills you need, and keep building on them – even when you become a hotshot creative director relaxing in your massive New York penthouse.

You’ll need to cultivate a deep understanding of graphic design trends, art history, copywriting styles, cinema techniques, and illustration. The industry is constantly evolving, and there’s always more inspiration to be found – so keep feeding your creativity and staying on top of the latest movements in the industry.

It’s also important to remember the soft skills you need in creative roles, like communication skills to manage interpersonal relationships. Even if you’re the greatest creative the world’s ever seen, you’ll struggle to survive without knowing how to navigate the different characters in the workplace.

Build your network

Networking gets a bad rap, but there’s a tasteful way to do it. If you want to keep learning and being inspired, it’s crucial to connect with other creative professionals – whether they’re photographers, illustrators, copywriters, filmmakers, or artists. If someone’s work inspires you, reach out to them on social media and say hello.

Building your network on LinkedIn can be helpful when you come to look for new creative director positions, or want to explore career path options. It’s also a palace to explore creative ideas, ask questions, and learn from others’ leadership skills.

What does a creative director’s career path look like?

If you specialize in the visual side of things, then your career path could look something like this:

If you come from the words side, then your career path will look more like this:

Average creative director salary

Of all the creative roles that are out there, becoming a creative director is one of the best-paid options. That said, the exact amount you could earn will depend on which country you’re working in, and which specific sector you’re in.

According to Payscale, the average creative director earns $91,571. In the UK, Glassdoor puts the average base pay at £78,823. However, if you land a job in the right sector and location, you could definitely expect to see that amount tip into the six-figure range.

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Creative Director

FCM Hospitality is a Philadelphia-based hospitality and entertainment company, managing bars, restaurants, and seasonal pop-ups throughout the region. The company is a leader with more than 20 years in the hospitality industry, and has developed some of the area's most popular permanent, seasonal and temporary venues in the city: Morgan's Pier, Craft Hall, Harper's Garden, Concourse Dance Bar, Rosy's Taco Bar, Juno, Parks on Tap and 3 new locations opening Spring 2021!

We are seeking a Creative Director who is a highly motivated self-starter with exceptional multi-tasking skills to join our growing organization. Our brand is expanding and the ideal candidate will oversee the marketing department which includes 3 full-time employees and seasonal interns. The ideal candidate will have a love for hospitality, city life, the latest trends in dining and entertainment, and ability to manage multiple projects, meet deadlines, have a creative flair with exceptional attention to detail, and the ability to work in a team environment, with ability to lead their department. Due to the nature of our industry some nights and weekends, local travel and increased work hours will be required.

Responsibilities: Supervising the marketing team to develop and maintain the brands for each FCM location under strict timelines and with a focus on customer pacing collateral within the brand. Understanding the unique brand of each location, whether a nightclub, fine dining, high-end cocktail venue or seasonal beer garden and successfully maintain the brand throughout all mediums: social media, web presence, marketing materials, and PR. Assist, with both new and established locations architectural wayfinding and room identification signage (hours, restrooms, kitchen, etc.), coordinating with artists for a sign and decorative painting as needed including point of sale/interior/exterior design coordination for consistent brand identity and facilitating the production of all proposes and approved signage. Supervise the Marketing team on strategies for proper branding and marketing of new and current FCM venues across all platforms. Manage budget, including invoicing, tracking project expenditures, and assisting in budget development by summarizing, researching and analyzing. Internal Design and Management Create and design all in house marketing collateral. Create, design, and maintain all in-house websites. Website design, maintenance, and management of information on each new and current FCM venue website including event updates, menus, photo galleries, etc. Menu Management, Design & Redesign - work with the marketing team, managers and chefs to develop menus through to production for each FCM venue. Develop creative designs that properly advertise our events & the branding images that represent our locations - flyers, posters, business cards, etc. Incorporate changes recommended by the team into the final design. Review designs for errors before printing or publishing them. Coordinates all administrative aspects of production, including preparing final designs for presentation, checking and approving color, copy, text format separations, and scaling images for print production. Coordinate relationships with vendors, preparing specifications, and obtaining estimates for final approval. Design layout of business plans and proposals. Oversees and trains graphic design interns if hired. Maintains active and experienced vendor list. Performs related duties as required.

Requirements: 10+ years of experience. 5+ years of experience in a supervisory role. Bachelor's degree in marketing, graphic design, digital media, or a related discipline or equivalent work experience. Strong writing, editing, and project management skills. Excellent computer skills required, including Adobe Creative Suite, Microsoft, Google Drive, and MailChimp, Squarespace. Ability to manage multiple projects and meet deadlines. Excellent interpersonal communication skills paired with a positive attitude. Creativity skills with attention to detail. Some nights and weekends required throughout the year. Some local travel required. Love for Hospitality, city life, latest trends in dining and entertainment. Experience with Squarespace. Work hours may increase during opening events, emergencies, and unexpected events.

Compensation: Competitive salary package. End of year bonus potential. Paid time off. Medical Benefits. Please send all resumes to: . About FCM Hospitality: FCM Hospitality is a Philadelphia-based hospitality and entertainment company, managing bars, restaurants, and seasonal pop-ups throughout the region.

The company is a leader with more than 20 years in the hospitality industry, and has developed some of the area's most popular permanent, seasonal and temporary venues in the city: Morgan's Pier, Craft Hall, Harper's Garden, Concourse Dance Bar, Rosy's Taco Bar, Juno, Parks on Tap and 3 new locations opening Spring 2021.

Creative Director

  • Certifications
  • Related Topics

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What Is a Creative Director? How to Become One, Salary, Skills.

Creative directors develop and oversee the concept and vision for creative projects, such as advertising campaigns, marketing initiatives and video content productions. They articulate their ideas to creative departments, ensuring team members follow branding and style guidelines. Here’s what to know about a creative director’s salary, needed skills and how to become one.

What Is a Creative Director?

A creative director oversees creative projects from concept to final product, generating the artistic vision that creative team members follow. As leaders in creative departments, creative directors can picture the end result and get creatives to execute their ideas through design and branding instructions. Whether it’s for a TV commercial or a brand activation, creative directors ensure the stylistic details of each project are consistent and representative of their company’s brand.

What Do Creative Directors Do?

Creative directors guide the direction of creative projects by developing a big-picture vision and brand guidelines. They oversee every stage of the creative process, approving artwork, strategy and other project elements.

Creative Director Responsibilities

  • Develop and oversee the vision and concept behind creative projects. 
  • Align creative departments and stakeholders with their ideas. 
  • Understand business objectives and client needs, adjusting projects accordingly.  
  • Create and enforce design and branding guidelines. 
  • Manage budgets and project resources.

Day-to-Day Responsibilities of a Creative Director

  • Meet with creative teams to brainstorm and share ideas. 
  • Approve artwork, strategies and other project decisions. 
  • Meet with clients to discuss project scope and direction.  
  • Check in with teams to evaluate progress and provide additional materials.

Creative Directors Within a Company

Creative directors are often the top role within a creative department. Even though they collaborate with creative team members and other creative leaders like the art director , the creative director makes the final call on project decisions. Company hierarchies can vary based on industry, but creative directors typically report to higher positions like a VP of marketing, chief marketing officer or a chief creative officer .

Importance of Creative Directors

Creative directors are the main leaders of creative departments, developing concepts and ideas for projects. Without their leadership, teams wouldn’t be able to complete initiatives that follow a coherent vision and adhere to consistent branding guidelines. As a result, creative directors are crucial contributors to the brand image and financial success of a business.

What Skills Are Needed to Be a Creative Director?

Qualifications to be a creative director.

  • In-depth knowledge of art, design and branding principles. 
  • Ability to create and maintain a creative vision through project stages. 
  • Experience leading creative teams and enforcing guidelines. 
  • Familiar with the latest art and design trends and best practices.

Creative Director Prerequisites

  • Bachelor’s degree in fine arts, marketing, graphic design , fashion design or a related field. 
  • Six to 10 years of professional experience in relevant positions. 
  • Master of fine arts (not required, but helpful for standing out in talent pool).

Creative Director Hard Skills

  • Extensive knowledge in artistic and visual design. 
  • Proven success in crafting and executing brand strategies . 
  • Prior experience serving in a leadership role for larger projects.
  • Understanding of design thinking and UX design principles. 
  • Knowledge of coding languages and online marketing tools. 
  • Experience in copywriting , photography, graphic design and other creative areas. 
  • Financial and business savvy.

Creative Director Soft Skills

  • Creative and conceptual thinking. 
  • Big-picture vision for aligning creative projects with company and brand mission.
  • Project and time management skills .
  • Strong leadership abilities . 
  • Written and verbal communication skills. 
  • Collaborative and people-oriented mentality. 
  • Analytical and critical thinking.

Tools and Programs Creative Directors Use

  • Graphic design software like Adobe Illustrator , Photoshop and Canva. 
  • Online meeting platforms like Zoom, Microsoft Teams and Google Hangouts.
  • Project management platforms like Airtable, monday.com and ClickUp.

How to Become a Creative Director

Creative director education and experience.

Creative director positions often require candidates to complete at least a bachelor’s degree in art, marketing, fashion, English or a related creative field. Some students go on to complete a master of fine arts as well. Upon graduation, professionals should expect to work six to 10 years before becoming creative directors. It helps to start in entry-level roles like copywriter, graphic designer and photographer. Top performers can earn a promotion to a leadership role like art director or senior copywriter, gaining the management experience necessary for a creative director position.

Creative Director Certificates and Courses 

  • UX design and UI design courses to improve design knowledge. 
  • Design thinking courses to increase understanding of design principles. 
  • Leadership training programs to enhance leadership qualities. 
  • Courses in content marketing and other marketing areas. 
  • Creative certifications to boost credentials. 
  • Graphic design certifications like this Coursera specialization .

Creative Director Career Path

Most creative directors begin their careers as copywriters, graphic designers, photographers, UX designers and other entry-level roles. Aspiring creative directors will want to secure a promotion for a role like art director or senior designer, so they can gain the managing and leadership experience needed for creative director positions. Although creative directors land at the top of the creative department hierarchy, they can move up to roles like executive creative director or chief creative officer. However, this trajectory depends on the company and industry.

Creative Director Salary and Job Outlook

According to the Bureau of Labor Statistics, the number of advertising, promotions and marketing managers will increase by 10 percent between 2021 and 2031. Falling under the marketing and advertising manager umbrella, creative directors should benefit from the demand for managers in related creative fields. 

The full compensation package for a creative director depends on a variety of factors, including but not limited to the candidate’s experience and geographic location. See below for detailed information on the average creative director salary.

Careers Related to Creative Director

Latest ux and design jobs, companies hiring creative directors, most common skills for creative director, related design careers.

What is a Creative Director — Job Description Duties Explained Featured

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I f you’re creative, and you envision yourself in a leadership role, you might have thought about how to become a Creative Director. But in addition to having creative vision, to be a creative director requires well-developed soft skills (listening, collaboration). Not to mention, these executive level positions take time to work towards. Let’s look at what is a creative director and how to become one. 

What is a Creative Director?

What's a creative director.

Creative Director (CD) is an essential role in many types of businesses, from film studios, advertising and licensing agencies, nonprofits, magazines, to retail outfits. This position helps define the aesthetic direction of a variety of campaigns and projects, and oversees their realization. 

In this post, we break down what Creative Directors do, and some ideas on how to become a Creative Director. 

CREATIVE DIRECTOR DEFINITION

What is a creative director .

A Creative Director is the lead of a creative team and responsible for keeping a project, film, or brand campaign aligned with a cohesive visual style. When we think of what’s a Creative Director, we tend to think of an executive role. But this work is also highly collaborative and requires not only leading a team well but also taking direction from other directors and managers. 

A skilled CD will not only have a great vision, they will excel at listening to and nurturing the creative ideas of other people. Depending on the company size and type, a CD may report to the Chief Creative Officer or Editorial Director. Or if it is a smaller boutique agency or family-run company where the owners are more hands-on, even the CEO. All of these facets are the important “soft skills” that are critical parts of the Creative Director definition. 

Creative Director Role 

What does a creative director do .

Whether it is the announcement of a new fashion line, the design of a lookbook for a magazine, or making sure the promotion assets align with the color palette of an upcoming film release, CD work involves defining the aesthetic direction and keeps all media assets on track and cohesive.

The Creative Director job description will of course vary from one project or company to another. 

CD is a role that draws from many facets of art and design, from graphic design, costume design, to fine art. But CD work also requires overseeing the larger campaign targets, such as deliverable timelines, budgets, and managing client relationships. 

This video dives into the in's and out's of the Creative Director job description.

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Art Director vs. Creative Director 

Creative director or art director  .

The Creative Director job description is often confused with a similar creative leadership role, the Art Director . Further complicating things is the fact that on a film set, the role of CD is referred to as Production Designer. These roles can overlap (especially at smaller companies and on indie films, for example).

But each requires a specific skill set and is responsible for a different aspect of the process. 

Art Director vs. Creative Director: How to Tell the Difference

The primary difference when we look at what’s a Creative Director and an Art Director is that while the former oversees the larger vision, the latter executes the details. CDs are the “big picture” thinkers who conceptualize and manage the larger vision, while Art Directors are directly involved with the implementation of design concepts. 

When thinking about what is a Creative Director role on your project, a good reason for breaking these functions down into separate roles is to make each stage of the process more manageable. Understanding the difference between an Art Director vs. Creative Director (or Production Designer, in the case of film and television) can also help your team allot the right budget and roles that need to be filled for a project.

Having a clear Creative Director job description for your project can make roles and Creative Director responsibilities well-defined. 

Do you have one person trying to helm the ship and be the scriptwriter , showrunner , director , casting director , production designer and set designer? 

Yes, it is true that some auteur directors are often known for having a hands-on role in ensuring their distinct aesthetic throughout a film’s conception (think Wes Anderson ). But they almost always have a team to help manage the execution of that style. 

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Anderson, for continuing example, plays more of a Production Designer role in communicating his overall vision for how his trademark aesthetic will take shape in each film. However, the implementation of that vision often goes to his go-to Art Director, Carl Sprague. 

For more on Anderson’s distinct visual language, see our post, The Wes Anderson Style Explained: A Complete Guide. And watch our video on Production Design from our Filmmaking Techniques Masterclass to get some inspiration flowing.

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Creative director job description, creative director work in diff. media .

Creative Director of visual merchandising at a department store would make sure the art team’s window displays and model installations align with the brand’s quarterly sales targets. Often drawing from industry-wide seasonal Pantone color palettes and other trends. 

In a film or television setting, a Creative Director is known as the Production Designer. The Production Designer oversees all the visual elements of a film: the color palette, set design, costuming, hair and makeup styling.

A Creative Director job description at a magazine will ensure that every element of each issue, from the font choices, feature spread colors and background sets, article topics, and even pop culture references, are on point and au courant . 

Who Gets to Be a CD?

How to become a creative director .

Now, as fun and dynamic as the Creative Director role sounds, it is definitely not an entry level job. CD is a position that people work their way into over time, often starting in the proverbial mailroom. After learning the ropes and becoming knowledgeable in many facets of a given company, or the wider industry, eventually a person with excellent people skills and a strong aesthetic sensibility can climb into the role. 

While having a bachelor’s degree in the arts, public relations, or media is generally a prerequisite for starting off on a career tract. Generally, a master’s degree is not necessary. CD is a position that strongly benefits from a wide variety of work experience, ideally in multiple creative disciplines, and with some expertise in multimedia assets (print, moving picture, audio, social media formats, etc.).

There is no one fixed pathway to becoming a CD, but the following video gives you some tips on how to head in the right direction.

Building Your Career

What does an art director do .

In this post we’ve defined the difference between a CD and an Art Director. But if you come from a fine arts, graphic design, set design, or other hands-on artistic background, you may want to dig in deeper to the roles and responsibilities of what it looks like to be an Art Director.

Check out our next post to inspire and inform how you shape your career in the creative industries. 

Up Next: Art Director Duties →

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Will She Make the Next Birkin?

A bag designer at Hermès has the fun and formidable challenge of creating a new icon. No presh.

Marisa Meltzer

By Marisa Meltzer

Reporting from Paris

“The bag, it carries your things and carries your secrets,” Priscila Alexandre Spring said. The 43-year-old creative director of leather goods at Hermès sat in her office in Pantin, just outside of Paris, explaining what she liked about designing bags — in particular, the relationship between “your private life and your exterior life.”

Ms. Alexandre Spring joined the Hermès leather goods métier in 2015, and in 2020 she was appointed to her current role. Hermès, which began in 1837 as a saddle maker, is a name that comes with intimations of money (bags often sell for more than $10,000), scarcity (if you can get your hands on one) and craftsmanship (each is handmade by a single craftsperson). Most people have heard of the Kelly bag (named for Grace Kelly) or the Birkin (named for Jane Birkin) and the myriad celebrities who tote them.

It is Ms. Alexandre Spring’s job to make the next big one.

Born in Canada, Ms. Alexandre Spring grew up in the south of Portugal. Her Portuguese father and Mozambican mother were both teachers who wanted their daughter to be curious about the world and have a classic education. She learned five languages (English, Portuguese, Spanish, French, Italian) and studied piano, flute, violin and ballet.

At 13, she switched to basketball, which she played until she was 25. “Maybe this is why, for me, it’s really important to work within a team,” Ms. Alexandre Spring said. She keeps an Hermès baseball glove in her office alongside stacks of art books — “Margiela: Les Années Hermès,” Jamel Shabazz’s “A Time Before Crack.”

She studied fashion design at the Lisbon School of Architecture, then moved to Paris and bounced around design houses, working first for the Portuguese designer Felipe Oliveira Baptista, then designing men’s ready-to-wear for Louis Vuitton, then as an accessory stylist for Balenciaga. She moved to New York in 2008 to join Proenza Schouler.

creative director travel

In New York, she lived mostly in the East Village and freelanced, designing shoes for Marc by Marc Jacobs. “Downtown New York, it’s like a small town,” she said. Soon enough, she ran into Humberto Leon and Carol Lim of the erstwhile cool-kids boutique Opening Ceremony, who hired her in 2010.

When Mr. Leon and Ms. Lim became the designers of Kenzo, Ms. Alexandre Spring joined them in Paris as an accessory stylist, splitting her life between France and the United States, 15 days at a time. After a year of back and forth, she moved back to Paris full time.

Ms. Alexandre Spring, who lives with her American husband and two children in the Marais, likens the design process to a pingpong game: a dialogue between her fellow designers and artisans. As a first step, she’ll do a sketch, which she then takes to prototype makers, whose workshop is just a few steps away. They discuss size, functionality, even things like the sound the hardware makes when the bag closes.

For the Arçon bag, Ms. Alexandre Spring was inspired by the shape of the flap of a saddle. But then another inspiration came to her, she said.

“I was looking at a book that was talking about pockets in the 19th century, how men had about seven pockets in their jackets, pockets in their vests and pockets in their pants, and women could have only one pocket that they had to hide under their skirt. And that was kind of the beginning of emancipation of women. When skirts became smaller and tighter to the body, they just took the pocket up from under the skirt and put it outside.”

“So that’s how this pocket came here,” she said, pointing to an angled zip pocket, reminiscent of a slash pocket on a skirt or trousers, on a chocolate brown Arçon. A hook was added for keys or gloves.

Another bag Ms. Alexandre Spring designed, the Petite Course, which means a little errand in French or a little ride, was smaller, more ergonomic — “for a sports car,” she said. “You put your wallet and your keys in it and you go.

Once Ms. Alexandre Spring and her team are satisfied with a design, they make it out of salpa, a material that is similar to leather, a process she compares to Frankenstein’s monster. “We make them small, we make them big,” she said.

The bag is then produced in one of 22 Hermès leather workshops in France. Among them is Maroquinerie Saint Antoine, a workshop in the 12th arrondissement of Paris, where more than 100 apron-clad employees assemble bags. They are mostly longtime craftspeople but include a class of about a dozen trainees whose prior careers included barmaid, sheep breeder and bus driver.

Among moments of office whimsy (bowls of candy and party photos pasted to the desks), there is the occasional crocodile Birkin or a Haut à Courroies made of Volynka leather salvaged from a 1786 shipwreck, which gave the space a pungent, smoky beef jerky scent.

When asked about designs on the horizon, Ms. Alexandre Spring demurred. In one corner of a workshop was a decades-old doctor bag she took from the Hermès archives for inspiration. Elsewhere in the workshop, ropes were coiled on a table.

“Everything is a work in progress,” she said. “But, yeah, we’re trying a new thing with ropes, but we don’t know if it’s going to work.” It can take between six months and six years to create a new design.

Her team produces 10 new bags each season for the men’s and women’s collections, which, according to Ms. Alexandre Spring, “is not a lot compared to places where you can have collections of 30 new bags.”

“But sometimes,” she said, “I can think of 10 bags a day.”

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Lady Gaga Stylist Nicola Formichetti Recruited as Mentor by Saudi Arabia’s AlUla Creates (EXCLUSIVE)

By Nick Vivarelli

Nick Vivarelli

International Correspondent

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Nicola Formichetti

Fashion designer and creative director Nicola Formichetti , who has worked with Lady Gaga for over a decade, has been recruited by Saudi Arabia’s Film AlUla as mentor for its AlUla Creates initiative that is at the intersection of film and fashion.

In his new role, the prolific Formichetti – who besides masterminding Lady Gaga’s instantly iconic meat dress has collaborated with Nicole Kidman, Bad Bunny and Olivia Rodrigo and created visual campaigns for global fashion houses such as Mugler, Diesel and Uniqlo – will “support the first wave of emerging Saudi design talent, as both the film and fashion pathways converge,” according to a statement.

Located in a swathe of northwest Saudi Arabia roughly the size of Belgium that comprises giant boulders, ancient artifacts, a lush oasis and sandstone canyons, AlUla is becoming a local film production hub and starting to attract international productions and talents.

Hollywood productions shot in AlUla include Gerard Butler action-thriller “Kandahar” directed by Ric Roman Waugh.

AlUla Creates aims to build a film-friendly ecosystem that can help drive both film and fashion with a new studio and digital creative hub and the possibility of tapping into development funds for projects by female directors.

In his mentorship role, Formichetti is guiding Saudi designers Alia and Abeer Olaif of Atelier Hekayat, and Arwa Al Ammari of ArAm, who is an alumni of the AlUla Creates initiative, through their first forays into the costume design world. He has also partnered with the winning directors of an AlUla Creates’ short films contest, Hana Alfasi and Maram Taibah as well as sisters Raneem and Dana Almohandes. Their films are currently in post-production following shoots in AlUla last month and are expected to premiere at film festivals later this year.

“My experience working with filmmakers and designers in Saudi was very inspiring,” Formichetti said in a statement. “Despite being a new industry, it was evident that these creatives had clear sense of direction and a vision for their projects.”

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March 19 , 2024

How Ubisoft’s New Generative AI Prototype Changes the Narrative for NPCs

Have you ever dreamed of having a real conversation with an NPC in a video game? Not just one gated within a dialogue tree of pre-determined answers, but an actual conversation, conducted through spontaneous action and reaction? Lately, a small R&D team at Ubisoft’s Paris studio, in collaboration with Nvidia’s Audio2Face application and Inworld’s Large Language Model (LLM), have been experimenting with generative AI in an attempt to turn this dream into a reality. Their project, NEO NPC, uses GenAI to prod at the limits of how a player can interact with an NPC without breaking the authenticity of the situation they are in, or the character of the NPC itself.

Considering that word – authenticity – the project has had to be a hugely collaborative effort across artistic and scientific disciplines. Generative AI is a hot topic of conversation in the videogame industry, and Senior Vice President of Production Technology Guillemette Picard is keen to stress that the goal behind all genAI projects at Ubisoft is to bring value to the player; and that means continuing to focus on human creativity behind the scenes. “The way we worked on this project, is always with our players and our developers in mind,” says Picard. “With the player in mind, we know that developers and their creativity must still drive our projects. Generative AI is only of value if it has value for them.”

[UN] [UBI CORP] News - How Ubisoft’s New Generative AI Prototype Changes the Narrative for NPCs - IMG 1

Characters, Not Programs

Practically, this means that the personalities of these NPCs aren’t created by a machine, but by a writer, who shapes their character, backstory, and conversationstyle, and then continues to tweak once the learning language model starts improvising dialogue. Narrative Director Virginie Mosser has spent the last year and a half creating characters for the NEO NPC project, and she’s found it a rewarding, if totally new, experience.

“I’m used to building a character’s backstory, their hopes and dreams, the experiences that shaped their personality, and used all that information to nurture myself into writing dialogue,” explains Mosser. Now, she builds a character’s backstory, their hopes and dreams, the experiences that shaped their personality, and uses all that information to nurture a model.

“It’s very different,” she says. “But for the first time in my life, I can have a conversation with a character I’ve created. I’ve dreamed of that since I was a kid.”

By Mosser’s side throughout the project has been Data Scientist Mélanie Lopez Malet, who teaches the model to behave like Mosser’s original creation through guardrail systems, player input analysis, 3D environment and textual instructions. Malet, who used to teach high school literature and remains inspired by good storytelling, has been equally as driven as Mosser to create NPCs that react like real characters created by humans.

Always Iterating

A language model, Malet explains, is a big box full of concepts and statistics that produce words that might go together, based on the common co-existence of certain words. So, if you were to talk to a basic language model, it would produce boring, robotic answers. By conditioning the statistics within the model to go in the direction you want, based on the backstory, personality, and dialogue style as envisioned by a writer, it begins to understand what you expect.

“The model’s task becomes: I must impersonate this character,’” says Malet. “It is really important to us that it behaves like the character Virginie created. So, while we’re talking to it, we ask ourselves: ‘is this Lisa? Would Lisa say this?’ and if the answer is no, we need to go back and find out what happened within the model to make it stray from the vision Virginie had.”

[UN] [UBI CORP] News - How Ubisoft’s New Generative AI Prototype Changes the Narrative for NPCs - IMG 2

Sticking to the Scenario

Such iterative character creation also helps to put structure around any player behavior that might disrupt, say, the tone of a particular scenario, or the goal it ultimately wants you to reach. Characters are programmed to react to player prompts in certain ways, or not react, depending on their personalities. “It’s garbage in, garbage out,” says Malet of players inputting nonsensical prompts. “But it’s also magic in, magic out. And when the player creates their own scene and it all clicks? That’s an incredible experience for them.”

There are other guardrails in place; the team has a lot of filters in place to catch toxicity and inappropriate inputs on the part of the player, for example. “We have made a distinction between the player antagonizing the NPC and insulting them, so we can properly scope what is toxic,” says Malet. The model is then crafted to react to said toxicity: it will no longer be collaborative.

“It’s important to us to reiterate that these characters do not have free will,” says Mosser. “They are there to play a role in a story. They have a narrative arc.”

Catching Bias

As we talk, the team keeps returning to authenticity – or soul , as Mosser puts it – as the guiding light for everything they touch. There’s a keen sensitivity toward bias and stereotypes within the LLM and its influence on character design and behavior. (“we created a physically attractive female character,” explains Malet, “and its answers veered towards flirtatious and seductive, so we had to reprogram it”). There’s also a firm belief in human performance as an irreplaceable part of building a believable character.

“To have a character who is really expressive,” Malet says, “you need an actor who is very expressive.”

The End Goal and Next Steps

Project NEO NPC is only a prototype, and there’s still a way to go before it can be implemented in a game. The end goal is to keep it as a flexible tool, as useful for smaller Ubisoft projects as it could be for AAA. “You don’t need to be a AAA developer to onboard this technology and present your players with a new experience,” says Picard. “There are a ton of gameplay possibilities with NEO NPCs.”

The team are using GDC 2024 to present the project, but also as the checkpoint to take stock of industry feedback, and gather their learnings to date on what the technology means for them and their players in the future. Malet and Mosser also want to take the opportunity to emphasize that there is room for creativity in the generative AI space, that data and storytelling can live side by side.

“I’m a creative,” says Mosser. “And every day since I began working on this project, I’ve created.”

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San Francisco Symphony music director Esa-Pekka Salonen resigns

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San Francisco Symphony music director Esa-Pekka Salonen. Chris Pizzello/Chris Pizzello/Invision/AP hide caption

San Francisco Symphony music director Esa-Pekka Salonen.

The San Francisco Symphony announced Thursday the resignation of its music director, Esa-Pekka Salonen.

The famed Finnish conductor and composer said he plans to leave when his contract expires at the end of the 2024-25 season.

"I have decided not to continue as music director of the San Francisco Symphony, because I do not share the same goals for the future of the institution as the Board of Governors does," Salonen said in a statement shared by his publicist with NPR. "I am sincerely looking forward to the many exciting programs we have planned for my final season as music director, and am proud to continue working with the world-class musicians of the San Francisco Symphony."

San Francisco Symphony board chair Priscilla Geeslin called Salonen's decision "bittersweet" in a press release. "This has been an exciting era for the symphony and we're so grateful for Esa-Pekka's thoughtful leadership and collaborative approach," Geeslin said.

The San Francisco Symphony hired Salonen in 2018, and he began his tenure with the orchestra in the 2020-21 season. Building on the work of his longtime predecessor Michael Tilson Thomas, Salonen solidified the group's reputation as a major force in American classical music during his short directorship.

He brought on a diverse group of artistic advisors including Nico Muhly, Claire Chase and Esperanza Spalding, and mixed classics with innovative programming often fused with technology.

But like many arts organizations, the orchestra has been struggling financially in recent years. It lost millions of projected dollars in income during the Covid pandemic, and had also seen steep declines in subscribers and donations before the shutdown occurred.

The group recently canceled touring and made cuts to its experimental and educational programming.

Still, the orchestra has amassed one of the healthiest endowments in the business. It stood at roughly $315 million in 2023, up from $273 million in 2019.

Longterm symphony violist David Gaudry told NPR he was "saddened and surprised" by the news.

"We've had some inkling that things were not all well between the music director and the board based on the cancellation of our 2025 tour for next September to Europe," Gaudry said. "To do a cancellation of an international tour was kind of a dramatic step. It was unprecedented."

Gaudry expressed both his professional and personal admiration for Salonen. "He's a great musician and just a really nice guy," Gaudry said. He also said he sees the music director's departure as a larger existential problem.

"The fact that we have spent all these decades sort of building up to a nationally recognized arts institution, this particular situation is a real threat to our position in the arts community," Gaudry said.

"It's a terrible development for this organization, for this city, for this entire, musical community," said Joshua Kosman, classical music critic for the San Francisco Chronicle . "Esa-Pekka has been, or had promised to become, a force for experimentation, innovation and lively music-making of all kinds. I know he had a lot of plans going forward for things that the orchestra could do. And all of that will now be brought to a close."

  • San Francisco Symphony
  • Esa-Pekka Salonen

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