About The Role

This is a hands-on leadership role for someone who thinks in concepts and moves in deliverables: you

will own brand creative end-to-end, transform briefs and scripts from the content team into compelling

campaign-ready concepts, and review every piece of work the team produces to an uncompromising

quality standard. You are the person who decides whether a piece of work is good enough — and then

stays in the room until it is.

We work with some of India's and the region's most recognised D2C and enterprise brands. The

creative bar is high, the pace is fast, and the expectation is that you hold both without compromising

either. If you're the kind of person who opens a brief and already has three concepts forming — and

who can still QC a final asset for a pixel out of place — this role was written for you.

What You'll Do

Concept Development & Creative Direction

Own the creative journey from brief to final delivery — receive scripts and direction from the

content team, elevate them into production-ready concepts, and see them through to sign-off.

Critically read every brief or script that comes in — identify what's working, what's missing, and

what could be stronger before the team picks it up.

Meaningfully improve scripts, hooks, and creative narratives — sharpen what's provided or build

from scratch when the brief needs it.

Develop sharp, brand-accurate creative concepts across static, motion, and AI video formats for

multiple D2C and enterprise brand accounts simultaneously.

Define visual direction for campaigns: moodboards, reference packs, style guides, and creative

rationale that clearly communicate intent to the team.

Stay relentlessly current on creative trends, visual culture, platform behaviours, and AI tool

developments — and bring what's relevant into the work.

Pitch concepts to internal and client stakeholders with confidence, articulating why the idea

works for the brand and the audience.

Creative Review & Quality Ownership

Review all team outputs before client delivery — with the nuance and specificity that separates

good from exceptional: typography, composition, colour, pacing, hierarchy, brand consistency.

Provide structured, actionable feedback that raises the work — not just flags it. Your reviews

make the team better, not just the asset.

Enforce creative standards across all brand accounts without exception — under deadline

pressure, across multiple concurrent projects.

Identify when work needs to be rethought versus refined, and make that call decisively.
Champion quality as a non-negotiable, even when timelines are tight — escalate or adjust

resourcing before letting standards slip.

Brand Ownership & Brief Management

Own 2–4 brand accounts end-to-end: understand the brand inside-out, maintain creative

continuity across campaigns, and be the go-to creative authority for each account.

Receive scripts and creative briefs from the content team — read them critically, identify gaps,

sharpen the narrative, and elevate the concept before it reaches the production team.

Rewrite, restructure, or expand scripts and briefs where needed: improve the hook, tighten the

flow, and ensure the creative intent is strong and executable before work begins.

Join client calls only when required — specifically when a brief needs direct clarification that

cannot be resolved through the content team, or when creative direction needs to be aligned at

source.

Coordinate with the production team to ensure creative intent is preserved from the improved

brief through to final output — you are the thread that connects idea to delivery.

Proactively flag creative risks, ambiguities in briefs, or timeline concerns to internal stakeholders

before they become execution problems.

Team Collaboration & Mentorship

Work closely with video editors, AI designers, and graphic designers — directing, briefing, and

guiding the team rather than just assigning tasks.

Mentor junior and mid-level creatives through feedback that builds their skills and creative

instincts over time.

Be a collaborative force — not a gatekeeper. Share references, inspire the team with what you're

seeing, and build a culture where good ideas can come from anywhere.

Support the Head of AI Creative in building a high-quality, high-velocity studio operation.

AI-Augmented Creative Production

Integrate AI tools into the creative process — for ideation, asset generation, mood references,

video concepting, and production acceleration.

Use AI video tools (Higgsfield, Kling, Veo, Nano Banana, GPT Image 2) for concept exploration

and client-ready output when relevant to the brief.

Stay ahead of the AI creative tool landscape and bring new capabilities to the team with

practical, tested recommendations — not just enthusiasm.

Balance AI-generated output with creative judgment: know when to use it, when to refine it, and

when to leave it.

You'll Thrive Here If

You've led creative for multiple brand accounts at an agency simultaneously and thrived in that

environment.

You read a brief and immediately see what's missing, what could be sharper, and how it should

be reframed — before the team starts work.

You review work with specificity: you don't say fix the design, you say why, what, and how.
You're organised enough to track multiple live brand accounts, scripts, and revisions without

letting anything slip through.

You work well under pressure — you get sharper, not messier, when things are moving fast.
You see AI as a creative amplifier, not a crutch — you know how to direct it rather than accept

what it gives you.

You're a quick learner who adapts to new brand guidelines, tools, and processes without

extended hand-holding.

You're comfortable being on a client call when the situation calls for it — but you don't need it to

do your best work.

What Brand Ownership Looks Like Here

Receive brief or script from the content team You are the first creative brain to touch it

Critically review and improve the brief Sharpen the hook, fill gaps, elevate the

concept

Define concept and visual direction Before the team touches the file

Brief and direct the creative team Translate your vision into executable tasks

Review every output before it leaves the

studio

Nothing ships without your eyes on it

Join client call only if brief needs direct

clarity

Your time in front of clients is intentional, not

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What We're Looking For

Experience

4–8 years of experience in a creative agency, in-house creative team, or AI creative studio.

AI Creative Lead