AI Creative Lead

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 default What We're Looking For Experience • 4–8 years of experience in a creative agency, in-house creative team, or AI creative studio.