What a Creative Director Actually Does (That No One Talks About)

Creative Director. It’s a title everyone wants—but few truly understand. In this episode of Frame By Frame, I sit down with Will Shanahan, VP of Creative at The Unlisted Company, to break down what this role really means in the world of branded content, advertising, and filmmaking. Whether you’re an aspiring CD, a freelance director, or just curious about how creative projects actually get made—this episode pulls back the curtain. 📍 Timestamps 00:00 – Intro: Why speaking your mind matters 01:06 – What does a Creative Director actually do? 03:38 – The difference between title and responsibility 07:41 – Defining the role in one sentence 08:00 – Creative Director vs. Head Coach vs. GM 09:21 – Director vs. Creative Director collaboration 11:10 – How to build relationships between directors and CDs 12:32 – The one skill no one talks about—but every CD needs 14:35 – Business lessons learned as a Creative Director 17:06 – Navigating budget conversations with clients 19:59 – Why the word “partnership” changes everything 20:16 – The rare project that went exactly as planned 22:47 – Will’s origin story: How he became a CD 24:07 – Staying creative while managing meetings and chaos 26:26 – The creative power of not trying too hard 27:16 – Advice for new Creative Directors 29:43 – Why pitching is more than just presenting ideas 33:14 – How to make clients feel something during a pitch 34:16 – Real pitch example: The New York Giants 35:40 – Will’s favorite deck-building tools and resources 36:33 – Making the leap: Why Will joined The Unlisted Co. 39:34 – Trusting your gut in a creative career 40:24 – Closing thoughts + why relationships create opportunity 💡 About Will Shanahan Will is an award-winning filmmaker and currently serves as VP of Creative at The Unlisted Company. His work spans branded content, commercials, and campaign development for top-tier brands. In this conversation, he shares both the creative and business-side insights that every storyteller should hear.