By Khethukubonga ‘Khethi’ Ntshangase
Creative Mind, Passion, Integrity, and Energy!
Being a Creative Director means you develop creative programs and design concepts that meet the business objectives of the organization and that 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.
Required Skills:
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 brief and objectives. I sat on the executive board of Moshito, Africa’s premier music conference and exhibition; where every year we are tasked with producing a 3 day music conference and exhibition, hosting international and local music business players, festival producers and live bands.
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.
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.
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.
Ability to supervise and train employees, to include organizing, prioritizing, and scheduling work assignments: Each project/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.
