In Part 1, we tiptoed through the wilds of copy, design, accounts and animation. But now, we go deeper… into territory ruled by doom scrolling Social Media Managers, Mind bending Strategists, daring Designers and Creative Directors who appear once a day to say, “Make it more...iconic.”
It’s just as weird here. Maybe more confusing.
Same rules, different bush. Welcome back to the madness.
1. The Creative Director
(Creativus Godcomplexus)
Natural Habitat:
Hovering. Lingering. Judging. Occasionally emerging from their lair to say, "It’s almost there, just push it a little further".
Behavioural Traits:
Possesses a psychic ability to detect "safe" ideasand kill them with a single raised eyebrow.
Talks passionately about vision, emotion, and magic while completely ignoring your request for a clear deliverable list.
Tells war stories from the "award-winning campaign"they did eight years ago.
Despite their astronomically high standards, the CreativeDirector is also the one to shed the most light on the task at hand, inspiringthe team to victory.
Can brainstorm a 12 month campaign in seconds.
Favourite question is ‘Did you read the brief’?.
Mating Call:
"I’m just thinking...what’s the BIGGER idea here?"
Fun Fact:
In the event of a fire, they will save a Cannes Lion before saving their dog.
2. The Strategist
(Thinkus Overthinkus)
Natural Habitat:
Hidden in a war room filled with post-its, whiteboards, andat least three different stimulants.
Behavioural Traits:
Starts every sentence with "From a consumer behaviour perspective..."
Wears glasses (even if they have perfect vision) to seem smarter.
Can be trusted to craft the most pullet proof insight that will stiff-arm even the worst ‘know-it-all’ clients.
Can and will turn a simple campaign into a 60 page deck about cultural nuance and millennial purchasing paradigms.
Full of useless but fascinating insights about everything.
Mating Call:
“Let’s take a step back and really unpack this.”
Fun Fact:
If left unattended, they will create a proprietary framework nobody understands but everyone pretends to get.
3. The Social Media Manager
(Scrollus Infinitum)
Natural Habitat:
Phone in one hand, iced coffee in the other, in crisis mode trying to figure out which to put down so they can just drive to work.
Behavioural Traits:
Lives 6 to 8 weeks ahead of everyone else. They will give undue pressure for a Valentine’s Day caption in October.
Emotionally stable until the algorithm changes, then spirals dramatically.
Capable of switching from corporate-serious to chaotic-meme-core in seconds.
These serve as the herd’s digital compass, wind vane and barometer. Without them the rest would be lost in the world of cyberspace.
Usually younger that the other creatives and can be the life of the party.
Mating Call:
“Did you see what Duolingo posted? We NEED to be more unhinged.”
Fun Fact:
Have given up on explaining their jobs to their parents and boomers. ‘So you mean you just hang out on Social Media all day?’
4. The Designer
(Pixelus Obsessivus)
Natural Habitat:
Headphones on. Music blaring. Mouse hand permanently clawed. In-between anime episodes and their countless side gigs they still manage to get work done.
Behavioural Traits:
Mortally wounded by the words “Can you jazz it up a little?” and “Can it be more simple but abstract?”.
Has a highly developed sixth sense for knowing whether a brand guideline is being disrespected.
Passionate and secretly eyeing the Art Director position.
Has already drawn and designed their dream partner…twice.
They are the nail to the Art Director’s hammer.
Will refuse to wear glasses till the only alternative is blindness.
Mating Call:
“Wait, it looked different on my screen...”
Fun Fact:
Every designer has a secret vendetta against the account manager.
Closing Observations:
The creative ecosystem is a delicate, unpredictable symphony of genius, camaraderie and madness. Each species, while occasionally frustrating, is absolutely essential. Take away one, and the whole system crumbles into a heap of failed dreams and terminated contracts.
Respect the Animator’s caffeine schedule. Admire the Art Director’s patience. Fear the Account manager’s smiles and the Copywriter’s silence.
That’s it for today. Let’s hear your stories about working with and around these strange creatures. Until next time.
