**Introduction** 📜
**What is creative operations** 🔍
**Helping creatives + teams plan better** ⚒️
**How to use creative references** 🎨
**How to master creative collabs** 🤝
**Tactics for creative types** ✍️
**How to develop content ideas** 🤳
**Wrapping up** 🚀
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This report is brought to you by Air
A workspace snapshot from Air users, Hims & Hers
It used to be creating work was the hard part. Now, it’s making sense of it.
Today, the average team wastes nearly five hours every day trying to collect, approve, and share content. Over the last decade, the challenges facing creative teams in managing the logistics of content creation have only grown bigger.
The absence of a language to express this frustration is what led Air to delve deep into the problem. After years of work and introspection, we identified the core issue:
We call this work Creative Ops. At Air we are building a tool that offers powerful automation, rich collaboration, and opinionated data structures that can solve for it.
We are proud to present this report in conjunction with Hyper.
The conversation around Creative Ops is in many ways just beginning; we’re excited to be a part of it.
When the Arnault family — owners of the luxury conglomerate known as LVMH — announced last year that American producer and designer Pharrell Williams would take over as Louis Vuitton’s creative director, succeeding the late Virgil Abloh, it befuddled the internet.
“Why not reward more polished British designers, Martine Rose or Grace Wales-Bonner?”
“Isn’t the creative director role based on resumé and actual design skills?”
“Pharrell’s not even a designer! He’s an entertainer.”
Yes, that is precisely the point.
It revealed something about what creativity, nay creative work, is in 2024, and how modern consumer brands—let alone luxury ones—view the role of creative work at large.
If being earnest was the unique qualifier to building something eye-catching, today’s unique qualifier is speed.
Whether you’re Drake, the Kardashians, Mr Beast, or Aimé Leon Dore, creativity is in part about reacting to cultural conversations in real time and creating something with a production value that lasts beyond the moment.
