I’ve always been creative, or at least, I was always referred to as an “artist” by family and friends. Sometimes, it was a kinder way to say I was weird. Somehow, I managed to make it my profession.

In an era of social media frenzy, where everyone can self-identify as whatever the hell they want, I’m sure you’ve noticed the explosion of “Creative Director” titles in people’s bios. And honestly, who can be surprised? Pop culture has done a wonderful job glamorizing the role. From Don Draper to Miranda Priestly, the creative authority figure has replaced the princess as the fantasy role for ambitious little girls (and boys).

So here I am, a real-life Creative Director, and every so often I get the dreaded question:
“How do you become a Creative Director?”

I wish there was one answer. One path. One quick shortcut.
But the reality is that regardless of the many different paths, time and experience are the only things that truly make you one.

Most people don’t like this answer. They are young, full of opinions (that they blindly trust), and they can’t wait to receive that “god-given” authority to choose what looks good.

But being a Creative Director is not about choosing what you like best.

I know, I know, you think moodboards and Pantone cards. And yes, they are part of our daily tools. But they are just that: tools. The real strength, and the real talent, is being able to set your personal taste aside in order to serve and reinforce the essence of a brand or a project, whatever it may be. Otherwise, it would be rather sad, and all the brands I’ve developed or worked for would pretty much look the same… and most likely look like this website 😂

So how did I get here?

Yes, I studied architecture. An unconventional, and rather rare, path in this profession, and not necessarily one I recommend. Architecture requires a Master’s degree and an extensive list of science and math classes. Definitely not for everyone.

That said, it was the best path for me.

Architecture school truly taught me how to balance my brain between art and science, between creative possibilities and very real technical limits. It taught me the creative process: from idea to sketch, from sketches to blueprint, from blueprint to model, and from model to hard build. It also taught me the importance of understanding every level of a process.

To get my Master’s, I had to learn topology, surveying, plumbing, electrical systems, material chemistry… 😵‍💫

Being a Creative Director works exactly the same way.

If you’re expected to make decisions about graphic design, it helps if you can actually design yourself, if you understand the tools, the constraints, how files are exported, what can go wrong. This makes you a better director, but also far better at setting expectations with people outside the creative team.

The same applies to every role involved in the process: copywriting, illustration, project management, email marketing, etc.

Lucky, or unlucky me, my ten years at American Apparel, and its very dysfunctional leadership, gave me the opportunity to fall into the chair of almost every role involved in the process. One fateful week, all of our graphic designers quit within days of each other. So yes, I had to learn how to properly format and slice emails overnight.

The same thing happened repeatedly during my time at AA. Each time, it was panic in the house, and I had to learn a brand-new skill from scratch.

My biggest lesson was this: embrace your challenges. The more you have, the more you learn. And the more you learn, the closer you get to mastering what you do.

If your path starts in photography, or more commonly, in graphic design, step down and help around. Learn beyond your niche. That experience, and only that experience, can lead you to the coveted position of Creative Director.

If you are curious about my work, you see more of it here