From Concept to Campaign: The Multifaceted Role of a Creative Director in Modern Advertising
Behind the scenes of every memorable advertising campaign is a creative director, whose artistic mastery turns bold ideas into advertising triumphs.
With competition fiercer than ever for brands to be seen and heard, it is necessary to wear multiple hats to fulfill a client’s needs.
Now, Creative Directors have to master the art of storytelling and then know exactly what to create to execute a campaign from the embryo of an idea to reality.
They craft attention-arresting narratives, weaving a brands message into stories that resonate. Creative Director’s now need the ability to tap into universal themes and emotions to turn brands into relatable characters in the grand tapestry of culture.
“Being creative is exactly like being a football player, or in fact any kind of athlete. The more you practice, the better you get at your craft,” says Sebastián Cuevas.
Currently the Associate Creative Director at VMLY&R Commerce in Chicago, he believes change is the only constant in today’s advertising landscape, meaning exercising creativity in a way akin to an athlete is what creates great work.
Cuevas adds: “You have to be ready for anything shifting. Creative Directors must remain adaptable, be it feedback loops, shifting market dynamics, or evolving client needs. We must be able to pivot strategies, ensuring campaigns remain impactful amidst flux.”
However, he admits: “While tools and platforms evolve, the essence of advertising remains rooted in finding brilliant ideas.”
Cuevas, who studied Advertising and Applied Communication at the Pontificia Universidad Javeriana, is considered a mastermind. After an internship with Ogilvy & Mather in Colombia, he soon worked on big campaigns showcasing his creative flair, winning his first Gold Lion at Cannes Lions one year at Young & Rubicam.
He counts Oreo, SC Johnson, Coca-Cola, Fiat and Unilever among the clients he has worked with, and today he has accumulated 14 prestigious Cannes Lions Awards.
Cuevas says today, the modern consumer is more switched on than ever before, meaning digging into connection and storytelling can often make or break a campaign: “Modern advertising is not just about speaking but also listening.”
He adds: “Creative Directors now invest time in understanding consumer behaviors, desires, and pain points. This deep consumer insight allows us to craft ideas that don’t just sell but also solve, resonate, and inspire.”
Cuevas adds that one of the more important shifts that have been made in advertising is the constant technology innovation: “In an era where augmented reality, interaction, and AI-driven personalization are becoming mainstream, Creative Directors now have to be tech-savvy pioneers.
“We stay abreast of technological advancements, integrating them into campaigns to enhance interactivity and engagement.”
He adds: “The digital world, with its myriad platforms and ever-changing algorithms, is challenging. Creative Directors must now navigate this landscape and tailor campaigns for maximum online visibility, engagement, and conversion.”
Cuevas incorporated his unique skills and abilities to do this in the ‘I See Coke’ campaign, which incorporated direct interaction for consumers through Alexa: “We turned unmonetized product placements into interactive shoppable markers. The campaign enabled people to call Coke out directly to Alexa to unlock instant offers, boosting Coca-Cola’s sales through a media that used to be purely an awareness effort.
“When a brand is iconic and recognizable, a picture speaks a thousand words; advertising often speaks millions.”
Cuevas adds: “Creative Directors need to be able to find innovative ways to allow people to interact with brands in ways they’ve never done before.”
Cuevas cites the OREOCODES campaign he worked on as an example of this: “OREOCODES is a commerce experience that taps into the minimalistic similarity between barcodes and a stack of Oreos to allow people to get Oreo offers directly from its all-time complementary partner: milk.”
However, Cuevas rightly points out it is not just about the brand itself but also about the team that works together on it.
He says: “An orchestra is only as harmonious as its conductor allows it to be. The Creative Director orchestrates a team of diverse talents — from copywriters and designers to videographers and strategists. Together, we must produce a symphony of ideas that amplify the brand’s voice.”
Once the idea and orchestration have been decided, the strategy begins for the execution: “This can be an area where Creative Directors can excel,” says Cuevas.
‘We have to merge the realms of art and strategy. It is important to ensure that every creative decision, from the choice of medium to the tone of voice, aligns with the brand’s overarching goals and the campaign’s objectives.”
All of this has to be achieved while still working the tightrope of ethical and cultural sensitivity: “We are a global community now,” says Cuevas.
“We must remember that a campaign’s message resonates positively across diverse audiences and regions.”
Manuel Borde is the Global CCO of VMLY&R Commerce. He worked closely with Cuevas on OREOCODES.
He says the campaign faced a series of tech hurdles, which Cuevas overcame: “These are the type of problems Creative Directors have to face. Sebastian jumped in front of the idea every time, his vision to tie the narrative together took it to where it is needed to be.
He adds: “Creative Directors need to be passionate and have a great eye for the craft. Sebastian knows this because he embodies it in his work.”
Sergio Leon has worked with Cuevas at Sancho BBDO Colombia, and at VMLY&R Commerce in the United States.
He has witnessed how Cuevas implements the type of multifaceted skills he cites as being essential in the Creative Director role: “Sebastian has that natural ability to lead, which is so important in this position.
“He inspires positive energy in those around him and continuously strives to encourage more innovative ideas.”
Leon agrees with Cuevas’ assertion that collaboration is very important in the field of advertising: “Teamwork is essential and as Sebastian says, it is crucial. It is something I have seen him do himself many times and he is always ready to support others.”
Leon adds finding fresh ideas to tackle complex problems is another important aspect of the Creative Director role: “You need to have a talent for elevating the creative output by never settling for mediocrity.
“I have seen this play out in Sebastian’s work, Our agency won its first Cannes Lions award in 2023 and gained the clients’ trust for creative thinking. He is a creative partner who pushes boundaries and is always open to collaborating.
“Sebastian is a great team player. He brings positivity to every conversation and is willing to teach and share his knowledge and experiences. It is a pleasure to be around him due to his upbeat mood and kindness.”
In conclusion, the role of a Creative Director in modern advertising is pivotal and multifaceted.
As brands navigate the complexities of a saturated marketplace, they rely heavily on Creative Directors to forge meaningful connections with their audience.
These professionals stand at the crossroads of various disciplines – art, strategy, technology, and human insight. They are not just artists but strategists who understand the nuances of the digital landscape and the subtleties of consumer behavior.
Their ability to synthesize diverse elements into coherent, engaging advertising campaigns makes them indispensable in shaping how brands communicate in the ever-evolving advertising world.
