Creative Direction & Leadership

Do work that matters.

As a creative director and head of department, I feel fully responsible for the quality of studio output. This goes far beyond the work and into management culture, processes and talent.

I deliver change, and have been guiding creative teams to make great creative work for over 20 years. I've helped studios like Manifest, Blue State, The Smalls, Venture Video, and The New York Times stand out and in turn, attract creatives and clients who want to do bold creative work in consumer products, luxury, and food and drinks.

Storytelling with Imagination

With a keen eye for detail and a carefully developed nose for imaginative storytelling, I offer creative direction that not only demands attention, but resonates deeply with audiences. I believe in the power of narrative to build brands, drive engagement and inspire action.

A Collaborative Approach to Creative Vision

I work closely with clients and teams to establish a crystal-clear creative vision from the get-go. This ensures that every element of a project, from initial concept to final execution is aligned with the overarching strategy and business objectives. Whether working with in-house teams or creative agencies, I nurture a collaborative environment where ideas can flourish and the best possible outcomes are achieved.

Strategic Creative Leadership

I don't just come up with great ideas — I make sure those ideas work. With a deep understanding of consumer behaviour, market dynamics and commercial objectives, I provide strategic creative guidance that delivers tangible results. I am skilled at identifying opportunities for creative innovation, and ensuring those opportunities are fully realised. My commitment to creative excellence is matched only by my focus on commercial success.

Elevating Brands Through Design & Communication

Great creative has the power to transform brands. With experience across a broad range of design disciplines, mass communication, performance marketing and editorial content creation, I help brands to establish a distinctive identity and a compelling voice. I oversee all aspects of creative development, providing expert guidance on everything from visual identity and tone of voice, to campaign concepts and content strategy. I ensure all work is not only aesthetically exceptional, but strategically sound and tailored to connect with its intended audience.

Fostering Creative Growth

I'm committed to pushing the boundaries of creative possibility, and that means investing in talent. Whether through recruitment, training or mentoring, I work to create a culture of creative excellence that delivers exceptional results for clients. I'm always eager to discover new talent, and passionate about helping creatives to develop their skills and realise their full potential.

Let’s connect

If you have a creative strategy need, please send through an enquiry with the form at the bottom of the page. I’m available for freelance consultancy work. Thanks.

Chomoi Picho-Owiny is an internationally awarded digital, social and integrated freelance creative director in London. He helps clients and studios navigate the evolving generative AI landscape, the chaos of social, and complex customer experiences, to build brands that perform, and matter in culture.

Chomoi Picho-Owiny
Creative Direction

© Chomoi Picho-Owiny 2025