Workshop: The Art of... Creative Direction

Challenge boundaries; navigate editorial and commercial demands; and create a vision and process that allows you to give form to abstract ideas

23 Feb 2019
10:30am - 4:00pm
Mortimer House
37-41 Mortimer Street
London, W1T 3JH
United Kingdom


As the intersection where art direction and design meets strategy, successful creative direction means mastering evolving styles, developing your style, utilising new media, and balancing the challenge of navigating editorial and commercial demands.

This workshop will explore the creative process and the ways that other creatives work, as well as mastering an approach to creative leadership; external inspiration will spark ideas and help translate your ideas into form, and an exploration of the tools and new media that you can use to shape your work will help you push the boundaries of creativity.

What I will learn:

How successful creatives work: explore how to be adaptable to new and changing media; find and maintain your voice and aesthetic.

Who should attend:

The workshop is suitable for all levels and all disciplines however it would be particularly useful for participants who want to hone a context-driven design process. Gain hands-on insights into creative processes and draw inspiration from leading creatives.

The workshop has been created with the whole spectrum of the creative industries in mind; from art to fashion, interiors, cultural experiences, graphic design, architecture, photography and beyond. 

We work with a cross-industry approach as we believe it is important to look beyond your discipline to inspire and support your creative growth. 

Spaces are limited.


Shazia Chaudhry is a Creative Director best known for her work within the editorial industry. Having art directed both The New Review at The Independent on Sunday and Icon magazine, Shazia now works with various clients across print and digital media creating content, campaigns, experiences and environments. Most recently, Chaudry has been working with Design Anthology UK, as a Creative Direction Consultant, to produce a luxury publication focussing on interiors, art, architecture, travel and style.

Bunny Kinney is Editor-in-Chief of Dazed Beauty and Editorial Director of Nowness. Prior to joining Dazed Media Kinney was at i-D from 2014 onwards. At i-D he oversaw the digital expansion of the magazine and led special projects with brands including Gucci, Marc Jacobs, Burberry, Loewe, and Chanel, with whom he launched the award-winning, multi-year partnership The Fifth Sense.

Kinney was previously a video producer at Vice from 2012-2014, and a contributing editor to Paper from 2010. He has also worked regularly as a freelance film-maker, creative director and digital consultant for clients including Dior, MAC Cosmetics, L’Oreal Luxe and Universal Music, amongst others.

Myles Palmer is a digital designer and educator who uses design and code to create meaningful interactions and to investigate different ways of seeing, thinking and understanding.

Currently, he works as Design Director at Future Corp, a digital studio that creates websites for a variety of cultural clients. The rest of his time is spent exploring how to create tools, playful experiments and educational experiences that are built collaboratively with participants.

Jaime Perlman is the Founder of Jaime Perlman Studio, a creative direction agency and consultancy which shapes bespoke campaigns for leading global fashion brands and independent labels. She is also the Editor and Creative Director of her own publication called More Or Less, a biannual magazine that champions sustainability and creativity.

Perlman began her career in New York, working with Anna Wintour at American Vogue. In 2005, she relocated to London to be Art Director, and eventually Creative Director of British Vogue.

Perlman has also art directed and commissioned films for Vogue Video and for commercial clients. In 2009 she launched one of the world's first Fashion Film platforms, TEST, where she collaborated with young British fashion designers making films to promote their seasonal collections. She is also a leading authority on fashion film and has been a panel member for the British Fashion Council's Fashion Film initiative. 




Shazia Chaudhry, Art Director


Finding your voice & shaping your aesthetic

45 minute Keynote presentation with Q&A

Exploring the power of expressing yourself and defining your creativity through art; create an aesthetic that stands for something; your personality, passions, journey, beliefs, the society we live in and beyond.

Jaime Perlman, Founder & Creative Director, More or Less 


Delving into the multifaceted (New) World of a Creative Director

45 minute presentation with Q&A

Today’s creative directors work across branding, identity, storytelling, social media, video and more. What does the world of today’s creative director look like, and how can you ensure you keep evolving as fast as the audiences, concepts and platforms out there? 

Bunny Kinney, Group Editorial Director, Dazed Media and Editorial Director, Nowness


12.45 - Lunch


New Rules Q&A: How can technology support creativity?

45 minute interactive discussion 

How far can you stretch creative boundaries by harnessing technologies such as coding to shape and inform your design decisions? Will coding become crucial to contemporary design and art direction? 

Myles Palmer, Design Director, Future Corp


Strategy Session: Design thinking in Creative Direction

1 hour interactive workshop

Outlining the design thinking and leadership tools that can drive a strategic approach to creative direction. 

Shazia Chaudry, Art Director


Closing Remarks



Our 2019 Creative Visionaries series will focus on Pushing the Boundaries of Creative Identities.

  1. THE ART OF... CREATIVE DIRECTION - 23 February 2019
  2. THE ART OF... SOCIAL MEDIA - 16 March 2019
  3. THE ART OF... STORYTELLING - 13 April 2019
  4. THE ART OF... EXTENDING REALITY - 11 May 2019

Across the whole series of workshops, you will learn to:

  • Develop a creative vision, process and brand that navigates editorial and commercial demands
  • Explore new mediums to work with and expand your access to new tools and technologies – from social media to video and virtual reality
  • Gain multidisciplinary skills - curating an aesthetic, storytelling, branding and more - to build a creative identity that works across multiple consumer platforms
  • Create content and immersive experiences to shape and reflect your identity across both physical and digital spaces

Workshops can be booked individually or if you want to attend all four please select the 'Series Pass' for £450.



We offer a number of complimentary bursary places on this course for the unwaged, students and pensioners. If you would like to apply, please send one paragraph explaining why you believe you qualify and why this specific course is of interest to The application deadline is 8 February 2019 and successful applicants will be notified by 12 February 2019.



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Host Venue




To find out more about our host venue, Mortimer House please click here

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In Canada, Europe and certain other countries, LIFEWTR product is branded ARTO LIFEWTR.

Art Directed by Shazia Chaudhry, Icon Magazine, photograph: Andrew Penketh

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