Gary Willmott
Words by

As we were going through our restructure for 2014, we noticed the role and need for a Creative Director became obsolete, and only added an unnecessary layer in our process of doing great work.

Most people see a “creative” as someone who is brilliant in Photoshop and makes things look pretty, but the actual definition for Creative is: “… the process of producing something that is both original and worthwhile” or “characterised by originality and expressiveness; imaginative…”.

The term “Creative” is mostly used in the advertising industry, whereby teams of creative directors and copywriters will sit together and come up with creative ideas for campaigns, to ultimately win awards.

For our type of work, which is primarily online products and experiences, there is a large focus on technology and consumer behaviour, deeply nested in user experience. To produce this type of work, it takes a team made up of producers, UI/UX designers, strategists, engineers, developers and even business analysts to meet, brainstorm and come up with the ideas. It isn’t one or two people that are creative, it is the WHOLE team.  Actually, if you follow IDEO, they strongly believe that EVERYONE is creative.

Most agencies are against this thinking and process. They are concerned that with all these stakeholders in one meeting, this kind of process will become too expensive. We feel this process might seem costly upfront, but in the long run it saves the client and us a lot of time and money, and the results are incomparable.

We would love to claim that we are initiators in this thinking, however we were inspired and adopted a lot of this thinking from our friends abroad, namely Big Spaceship, Teehan+Lax, Made by Many.

Header Image: Movie Geeks United


Leave a Comment