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.


“A great example of design that combats sexism is Shepard Fairey’s We the People series of posters that became powerful emblems of the women’s marches. Using the same style as the iconic Barack Obama Hope poster, these graphics represent inclusivity: a woman in an American flag hijab, and a Latina woman with the slogan ‘Defend Dignity’. What’s really powerful is that the designs were made available for free, being inclusive in both spirit and reality.”

Chomoi Picho-Owiny

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 Profile Picture

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.


Every Wednesday I share the best in creative, tools, resources, updates and crucially real insights on how the top 1% of creatives think.

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Dream to work with

There is only one word for Chomoi. PHENOMENAL. I LOVED working with this man. He’s creative gold. Absolutely brilliant and a dream to work with. He’s just great.

Lucy Witts

Senior Producer, Venture Video

A great inspiration

I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.

Mandy Chan

Senior Interaction Designer, Google

A valuable mentor for me

Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.

Fernando Lobina

Senior Designer, AKQA

A true inspiration

Chomoi is a true inspiration. His ideation is innovative. His mentoring is invaluable. I will take so much away from working alongside someone with such an abundance of experience.

Amber Howe

Design Lead, IBM Expert Labs

I’d jump at the chance to work with him again

Chomoi was always driven towards creating the best possible work we could. He's an inspiring mentor, and I'd jump at the chance to work with him again.

Eleanor Nugent

Creative Director, Warner Bros.

Genuine creative talent

Chomoi is insightful, passionate and a genuine creative talent. He is an absolute pleasure to work with and you can always rely on Chomoi to come up with strong creative work to be proud of at every meeting. I miss working with him and recommend him extremely highly!

Maggie Lonergan

CEO, Publicis Emil

A rare breed

Chomoi was an inspiration. He created solutions that clients loved, users understood, all the while focusing on the bottom line of the business. His innovative style always pushed projects further than the brief. A rare breed of Creative Director.

Hitesh Supeda

Senior Experience Designer, Habitat

An inspiring professional

He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.

Sara Simoncini

Art Director, Sapient

Visionary and out of the box

His presentation style is extremely consultative and collaborative. He always had the end user in the centre and spun ideas that were visionary and out of the box.

Pawan Udernani

Senior Director, Publicis Sapient

His greatest forte is to contantly question key fundamentals of what’s being delivered

Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him. He is also quite a connoisseur of fine dining and boutique hotels.

Daisoo Lee

Creative Director, Sky

Innovative ideas

Chomoi has the ability to grasp the business need of the client, understand what the brand stands for and come up with original innovative ideas to solve the clients business problems - quicker than any other creative director I have worked with.

Shailesh Sreedharan

Senior Manager, Publicis Sapient

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