Some people say that creative direction can’t be defined because it’s such an ethereal talent set. That’s not surprising since ‘creative direction’ is seldom taught in schools and there is very little formal information on the subject. In truth creative direction is often learned through practice and mentorship. Just like a light sabre, it’s something that’s passed from master to padawan.
Ultimately, The creative direction is the vision of the project and the direction it takes to full manifestation. Perhaps more importantly, it’s to establish relationships and connections.
But (there’s always a but), we do things a little differently. We’re not a traditional agency, and so we don’t deal with pie in the sky ideas. We don’t propose things that are unrealistic or unbuildable and our creative offering is always rooted in business and technology.