Creative Direction in a CGI Creative Studio

Shaping Brands with Vision and Communication

In the dynamic world of branding, advertising, and design, creative direction plays a pivotal role in shaping the identity and success of a brand or agency. At the helm of this creative voyage stands the Creative Director, and as one myself, I understand the importance of vision and effective communication in this role. In this blog entry, I will delve into my personal philosophy of creative direction, emphasizing the significance of communication and bridging the gap between artistic vision and client expectations.

The Role of a Creative Director

In creative/ad agencies in Singapore, the Creative Director is a role with huge responsibility.

As a Creative Director, I shape the creative vision and empower the artists. I’m the driving force behind conceptualizing, strategizing, and executing creative campaigns. I possess a unique blend of artistic talent, strategic thinking, and effective leadership. I oversee a team of talented creatives, including designers, copywriters, animators, and more, guiding them towards achieving a unified vision that aligns with the brand’s objectives.

My Philosophy on Creative Direction

I firmly believe that creative direction is a collaborative process that involves working closely with fellow creatives and clients to explore the boundless potential of 3D animation and motion design in driving creative campaigns. However, I also recognize that effective communication is paramount to the success of any project. When interacting with clients, I understand that they often prioritize the business and marketing aspects over the artistic details. Therefore, I adopt a language that resonates with the clients, enabling them to comprehend the impact and value that the creative work will bring to their brand.

Bridging the Gap

One of the challenges faced by creative professionals is bridging the gap between being a craftsman and a strategic thinker. Many artists start their careers focusing solely on perfecting their craft, but as they progress, they encounter the need to understand the business objectives and communicate their artistic vision in a language that clients can comprehend. I acknowledge this struggle and believe that Creative Directors play a crucial role in bridging this gap by translating the creative vision into terms that resonate with clients and stakeholders.

My approach is to elevate the conversation surrounding the creative process, moving beyond technicalities and focusing on the broader impact and results. By highlighting the value that creative campaigns bring to a brand, I ensure that clients feel confident in their investment and understand how it aligns with their business goals. This shift in perspective fosters stronger relationships between the creative team and clients, promoting trust, collaboration, and ultimately, the success of the project.


Creative direction is a multifaceted discipline that combines artistic prowess, strategic thinking, and effective communication. As a Creative Director, I understand that while the artistry is crucial, the ability to speak the language of business and marketing is equally important. By bridging the gap between the creative and the commercial, I empower my team to bring their vision to life while ensuring clients understand the transformative power of creative campaigns. My philosophy highlights the importance of effective communication, collaboration, and elevating the conversation around creative work. With my guidance, brands and agencies can navigate the ever-evolving landscape of creativity and make a lasting impact on their audience.

Excel in Customer Service

I attended a course about customer service excellence recently. This is not exactly a CG related article but I thought it might be useful to some. =) So, I’m here to share…

When dealing with challenging customers, first, Deal with your feelings.
We need to understand that we cannot control others’ behaviour but we can always control ours. It’s very common that we can get very irritated by our customers however we must not show it because it won’t help the situation.

Listen to what they have to say, our customers want to be heard. Allow them to relay their concerns thoroughly without interruption and maintain eye contact through the process.

Empathise with your customer. We do not necessarily have to agree with their claims but we have to accept it and help them from there.

Clarify what problems the customer has faced and what they want eventually. Ask appropriate questions to get more information in order to help them.

It’s time to Take action and before that, you have to be sure of policies and limitations of what solutions you (in your position) can offer. If it’s beyond you, suggest alternatives or refer the customer to the proper authority, or else, try to agree on a solution and work on it.

If it’s required that you Refer them to the proper authority, maintain the responsibility for solving the problem. Follow up with customers until their problem is solved.