By Khethukubonga Ntshangase
Being a Creative Director means you develop creative programs and design concepts that meet the business objectives of the organization and advance brand strategy.
Creative direction is established through various mediums; whether in an agency producing for mainstream advertisers, or an art gallery curating for the next exhibition, or as in my case working in a creative concepts hub housing live performances projects; collaborating with other producers, performers, brand marketing specialists, technical suppliers and musicians to meet various project objectives. Creative directors report on a management level.
Undergraduate degree in Fine Arts or related field or equivalent visual design and management experience required: I studied art in high school majoring in photography; I did a Business Computing Diploma and a Multimedia Graphic Design and Animation Diploma. I am working and developing my skills in Arts Administration.
Creative Directors must possess a thorough understanding of interactive communications and delivery systems, processes, and user interface design: I work closely with corporate clients to produce events according to creative briefs and objectives. Currently I sit on the executive board of Moshito, Africa’s premier music conference and exhibition; where every year we are tasked with producing a three-day music conference and exhibition, hosting international and local music business players, festival producers and live bands.
Have the ability to lead projects from concept to completion:
We work with Walter Sisulu National Botanical Gardens to conceptualize and produce music and comedy events, part of their entertainment offering for each calendar year.
Have a strong working knowledge of design, brand development, interactive commerce and creative process:
Knowledge of layouts, graphic fundamentals and have the ability to storyboard or translate ideas to designers and develop innovative motion graphics solutions: In Tanzania I designed the opening sequences for Nirvana’s new season and for Area 256 a cultural show reflecting Uganda. I also contributed creative content for the urban program Hip Hop BASE. Locally I work closely with designers and publicists creating event fliers and web content for our brands. Liaising with our presenter and crew, directing the shoots, overseeing the final edits.
Have the ability to communicate effectively, both orally and in writing is crucial:
I’ve had to learn and understanding that communication levels vary depending on who you are communicating with. As Creative Director you interact and give direction to in house teams of administrators, coordinators, musicians, producers and technicians. This is a different tone to the style used when communicating with corporate client. Communicating with media when needing them to help drive a campaign is quite specific and strategic.
Have the ability to supervise and train employees, to include organizing, prioritizing, and scheduling work assignments:
Each project or production has a production schedule on a timeline and a production team. You need to build-in key performance indicators to monitor performance against set objectives. This system allows opportunity to address matters arising and keeps process regulated.
Khethi Ntshangase is Creative Director at the Elevators Creative Concepts.
Mzukona Mantshontsho is the founder of Nyakaza Media Solutions. Nyakaza Media Solutions is an organisation that was established to help community organisations, business entities, and schools to research, write, document, report, analyse, edit, publish newsletters or bulletins in hard-copy, on-line and maintain websites with the relevant content as per the editorial policy of that organisation, school or entity.
Nyakaza Media Solutions has a vision to promote and bring dialogue to communities, businesses and schools about issues that affect them.
Nyakaza Media Solutions is on a mission to develop and encourage communities, businesses and learners to celebrate the good, applaud excellence, welcome growth, strive to be better individuals, businesses and communities, want more knowledge, discourage bad and counter-productive behaviour as well as communities, businesses and learners that want to be great SOUTH AFRICANS.
Nyakaza Media Solutions is making use of Yo School Magazine as a platform that learners in all schools to make use of to write their stories.