Fractional Creative Direction & Creative Systems

Technology companies, scale-ups and brand or growth teams that already have designers, motion people and writers, but no Creative Director setting the standard. Typically a founder, CMO or head of marketing who needs senior creative leadership without (or before) a full-time hire. Remote or on site, as the work needs.

When there are designers, motion people and writers in-house but no Creative Director above them. When a full-time hire is not justified yet, or the search is running and the work cannot wait. When several teams (brand, product, growth) are each producing their own version of the company. Or when volume has risen to the point where quality has quietly become a function of who happened to pick up the task.

Without a held standard, creative teams drift toward the safe version, because nobody is accountable for the risk. Reviews turn into opinion-gathering. Output grows and learning does not: a hundred assets get made, and afterwards nobody can say which idea was actually tested.

The fix is rarely more people. It is a decision-maker on the creative, and a system that turns production into evidence.

• The creative standard: the calls on what ships, and the reasoning made explicit so the team can make them without me
• Creative territories: distinct points of view, each with its own tone and visual language
• A working loop from audience tension to hypothesis, concept, variation and learning, so each execution answers a question
• Review rhythm: regular direction on work in progress, with reasons attached
• Mentoring designers and art directors to own ideas as well as craft them
• Production systems, including AI-assisted steps where they remove repetitive adaptation without handing over creative judgment

Usually there is no new team to assemble. The point is to make the existing one sharper. Where a specific capability is missing for a piece of work, I bring in the specialist for that piece: an illustrator, a 3D artist, an animator, a developer. The internal team stays the centre of gravity.

Natural Intelligence In-house Creative Art Director role: concepts, motion and video for consumer insurance and finance campaigns, tested with growth and data teams, plus an AI-assisted resizing MVP. Kan 11 Interactive Elections A whole broadcast built as one interface, so a viewer learns to read the system once. Kan 11: 10 Facts A repeatable kit that lets an episodic series stay consistent while each episode differs.

Past projects in this area. My role differed from project to project - each case study states my individual contribution.

Creative direction adds judgment: what to make, what to cut, and what the next round should be testing. In practice the engagement usually includes both: direction for the team, and hands-on concepts, design, motion or 3D where the work needs it.

Done properly, the standard moves into the team, and the system keeps working when I am not in the room.

Usually a recurring monthly commitment (a set number of days for direction, reviews and the work I take on personally), agreed for a defined period and reviewed at the end of it. Independent engagements typically begin at ₪30,000. Where a project inside the engagement needs a specialist team, that is scoped separately.