WTF even is a creative director?

Image creative direction by Natalie Vest-Jones for The Sanxtuary (Si apre in una nuova finestra)

This week, we hear from four creative directors about the real work behind one of the industry’s most misunderstood roles.

If you’ve been anywhere near TikTok lately (Si apre in una nuova finestra), you’ve probably seen the memes: “What even is a creative director?” and “How is every celebrity suddenly a creative director now?”

With musicians being appointed to luxury houses (we’re looking at you, Jaden Smith and Louboutin) and influencers announcing creative director titles overnight, the role has started to feel like a catch-all buzzword rather than a real job… at least online.

But within the industry, a creative director is still a real job with real responsibilities, and requires experience, strategy, taste, communication, and a surprising amount of admin. The gap between what the internet thinks a creative director does and what creative directors actually do has never felt wider.

To get a clearer answer, this week we spoke to four IRL creative directors working across the creative landscape, from magazines to the music industry, and from freelancing to agency work. What emerged was a consistent picture of a role that’s far more complex (and far less glamorous) than TikTok gives it credit for.

Below, we meet four creative directors to break down what creative direction really involves, where the myths come from, how people enter the field, and what emerging creatives should know before chasing the title.