WHAT IS AUGMENTED CREATIVE DIRECTION?
A key emerging role for companies ready to dive smartly into the now-future:
This concept is born from the convergence of real-world experience, multidisciplinary skills, and new AI capabilities —
embodied by creative leaders like Eric Boschae — and shaped into a grounded, actionable profile..
Why does this role matter?
It all starts with a deceptively simple question:
« Eric, what exactly is it that you do? »
And that’s where things get complicated
When your skillset includes:
• Mastery of tools like Photoshop, InDesign, Premiere Pro, After Effects, Illustrator, Logic Pro, Keynote, DaVinci Resolve, and the full Adobe + Microsoft suites
• Fluency with AI platforms like Midjourney, ChatGPT, Kling AI, Runway, ElevenLabs…
• The ability to lead teams and execute solo at high level
• Understanding both startup agility and corporate complexity
• Navigating political dynamics and structural realities
• Creating, writing, visualizing and delivering campaigns
• Operating across traditional, digital, and mobile agency cultures
• Holding roles in strategy, development, creative direction, production, post, and realization
• Being a member of professional guilds (ARRQ, SARTEC)
• Working for brands across vastly different industries and markets…
…listing it all only leads to confusion.
So a new title became necessary. A name to unify, clarify, and own a new kind of profile:
Multi-skilled. Multi-contextual. Multi-tool.
But above all: conscious, aligned, structured, and future-ready.
The best description without sounding sci-fi? : AUGMENTED CREATIVE DIRECTION.
What does “augmented” mean, really?
Not just a buzzword. Augmented here means a creative leadership model that fuses:
• Human vision (intuition, on-the-ground experience, clarity, meaning)
• Smart tools (AI, automation, data design)
• Purposeful creativity (emotion + function, form + message)
• Operational structure (agile process, delivery discipline)
• Brand storytelling (positioning, tone, visual language)
• Tangible results (efficiency, adaptability, ROI)
A hybrid role — with sharp focus
The Augmented Creative Director is a modern-day conductor.
A system thinker and hands-on maker who can:
• Design a living, breathing brand platform
• Build a modular, coherent content ecosystem
• Lead identity, storytelling, and customer experience
• Streamline creative processes without red tape
• Connect branding, product, and performance
• Integrate the right AI tools at the right time — without killing the soul of creativity
It’s not “just” a Creative Director — it’s a Creative System Builder.
This role can:
• Turn strategy into a living system
• Harmonize message, format, and channel
• Collaborate with AI without outsourcing sensitivity
• Guide talent with greater depth and clarity
• Deliver stronger content, faster
• Adapt to your company — instead of forcing an agency-style structure
Why is this role vital now? Because the world is changing.
And because companies today:
- Don’t have time for extra layers and meetings
• Need to create more, better, faster
• Want to integrate AI without losing their soul
• Must reinvent themselves — without betraying their DNA
Augmented Creative Direction isn’t a trend.
It’s a transformation lever.
KEY SKILLS OF THE AUGMENTED CREATIVE DIRECTOR
• Can imagine, produce, and optimize a full campaign across formats
• Professional-level editing and visual/audio execution
• Able to lead multidisciplinary creative teams
• Basic motion design proficiency (After Effects or equivalent)
• Capable of recording/directing/editing voiceovers
• High-end visual + narrative presentation design
• Deep understanding of strategic, political, and organizational dynamics
• Able to guide clients through creative transformation
• Can lead a full branding project from A to Z
• Expert listening skills to adjust deliverables to true needs
• Strategic and commercial advisory capacity
• Sharp reading of issues to avoid costly detours
• Advanced command of AI tools (Midjourney, ChatGPT, Claude, Runway, ElevenLabs, Notion AI, etc.)
• Ability to configure and orchestrate AI agents for task automation
• Natural curiosity and appetite for emerging tools
• Multi-perspective, non-linear thinking
• Responsive and adaptable to changing needs
• Creative resilience — able to course-correct calmly and fast
What we offer at BGBN
🟣 Act as your augmented creative director
🟣 Install this role within your team or structure
🟣 Co-lead with you during key transition phases
🟣 Train and coach the right talent for your reality
🟣 Help you move from creative chaos… to a powerful system
Are you a startup, an ambitious brand, a growing organization ?
This is the perfect time to shift.
And if you’re ready — we can even start tomorrow.
