About the RoleThis is a hands-on leadership role for someone who thinks in concepts and moves in deliverables: youwill own brand creative end-to-end, transform briefs and scripts from the content team into compellingcampaign-ready concepts, and review every piece of work the team produces to an uncompromisingquality standard. You are the person who decides whether a piece of work is positive enough — and thenstays in the room until it is.We work with some of India's and the region's most recognised D2C and enterprise brands. Thecreative bar is high, the pace is fast, and the expectation is that you hold both without compromisingeither. If you're the kind of person who opens a brief and already has three concepts forming — andwho can still QC a final asset for a pixel out of place — this role was written for you.What You'll DoConcept Development &

• Creative Direction• Own the creative journey from brief to final delivery — receive scripts and direction from thecontent 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, andwhat could be stronger before the team picks it up.

• Meaningfully improve scripts, hooks, and creative narratives — sharpen what's provided or buildfrom scratch when the brief needs it.

• Develop sharp, brand-accurate creative concepts across static, motion, and AI video formats formultiple D2C and enterprise brand accounts simultaneously.

• Define visual direction for campaigns: moodboards, reference packs, style guides, and creativerationale that clearly communicate intent to the team.

• Stay relentlessly current on creative trends, visual culture, platform behaviours, and AI tooldevelopments — and bring what's relevant into the work.

• Pitch concepts to internal and client stakeholders with confidence, articulating why the ideaworks for the brand and the audience.Creative Review &

• Quality Ownership• Review all team outputs before client delivery — with the nuance and specificity that separatesgood from exceptional: typography, composition, colour, pacing, hierarchy, brand consistency.

• Provide structured, actionable feedback that raises the work — not just flags it. Your reviewsmake the team better, not just the asset.





• Enforce creative standards across all brand accounts without exception — under deadlinepressure, 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 adjustresourcing before letting standards slip.Brand Ownership &

• Brief Management• Own 2–4 brand accounts end-to-end: understand the brand inside-out, maintain creativecontinuity 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 theflow, 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 thatcannot be resolved through the content team, or when creative direction needs to be aligned atsource.

• Coordinate with the production team to ensure creative intent is preserved from the improvedbrief 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 stakeholdersbefore they become execution problems.Team Collaboration &

• Mentorship• Work closely with video editors, AI designers, and graphic designers — directing, briefing, andguiding the team rather than just assigning tasks.

• Mentor junior and mid-level creatives through feedback that builds their skills and creativeinstincts over time.

• Be a collaborative force — not a gatekeeper. Share references, inspire the team with what you'reseeing, 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 explorationand client-ready output when relevant to the brief.

• Stay ahead of the AI creative tool landscape and bring new capabilities to the team withpractical, tested recommendations — not just enthusiasm.

• Balance AI-generated output with creative judgment: know when to use it, when to refine it, andwhen to leave it.You'll Thrive Here If• You've led creative for multiple brand accounts at an agency simultaneously and thrived in thatenvironment.

• You read a brief and immediately see what's missing, what could be sharper, and how it shouldbe 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 withoutletting 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 acceptwhat it gives you.

• You're a quick learner who adapts to new brand guidelines, tools, and processes withoutextended hand-holding.

• You're comfortable being on a client call when the situation calls for it — but you don't need it todo your best work.What Brand Ownership Looks Like HereReceive brief or script from the content team You are the first creative brain to touch itCritically review and improve the brief Sharpen the hook, fill gaps, elevate theconceptDefine concept and visual direction Before the team touches the fileBrief and direct the creative team Translate your vision into executable tasksReview every output before it leaves thestudioNothing ships without your eyes on itJoin client call only if brief needs directclarityYour time in front of clients is intentional, notdefaultWhat We're Looking ForExperience• 4–8 years of experience in a creative agency, in-house creative team, or AI creative studio.

📌 AI Creative Lead (Chennai)
🏢 the role: This
📍 Chennai