The role of a creative director is famously elusive. There’s endless internet discourse, TikTok explainer videos and even an entire meme page (@dankartdirectormemes, for the uninitiated) centred around trying to decode what these all-encompassing creative roles actually entail. Is it content creation? Brand building? Strategic planning?
According to the creative director of Culture Digital Agency, Gerry Sison, it’s all of the above. He’s the co-founder of the Melbourne-based fashion marketing agency alongside his wife, Britt Sison. “As a director, the role demands a constant balancing act: supporting the team and being across the details, while never losing sight of the bigger picture we’re building toward,” Gerry says.
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“My days are mostly split into two parts. One half is dedicated to deep, focused work, uninterrupted blocks of time where I can drop into a flow… and the other half is filled with team meetings and strategic sessions with our collaborators. These are fast-paced, dynamic conversations where we review what’s working, what’s not, and build our vision and direction for the path forward.”
As business founders in a notoriously competitive industry, Britt and Gerry are busy – but they wouldn’t have it any other way. “I love the pace, the creativity and the people,” Britt explains. “Every project is different and I get to work with inspiring teams on ideas that constantly evolve. It’s the perfect mix of my love for fashion and my creative drive.”
In fashion, dressing the part is almost as important as the work itself. For Britt and Gerry, any day can involve a mix of on-set shooting, strategic sit-down meetings, deep focus sessions and supply runs. A balance of style and comfort is key, which makes Asics (a brand known for its seamless blending of high fashion and athleticism) and its GEL-DS TRAINER 14 the perfect shoe for the job. “It’s a versatile silhouette with comfort at the forefront so I can focus on my projects and agenda for the day,” says Gerry.
Here, the pair take us through a week in fashion marketing and show us how they style the new GEL-DS TRAINER 14.
Monday
Britt and Gerry spend Monday setting up at their new space and getting organised for the week ahead. “We’ve just built our new private studio that sits alongside our main HQ. We wanted to create a space for our team to step away and explore creativity,” the couple explain.
“I like to start the week on the right foot, reaching for pieces I know will make me feel good,” Britt says. “It’s less about overthinking and more about trusting my staples. Whether it’s a favourite oversized shirt, tailored pants or my GEL-DS TRAINER 14s. I want to feel like myself as I ease into the rhythm of the week.”
Tuesday
Britt and Gerry spent the day in a strategy meeting with Melbourne brand and long-time business collaborator, Jungles Jungles. “We’re currently discussing an upcoming release and mapping out the campaign advertising strategy. Jack, the founder is incredible to collaborate with. He has a strong vision and a great creative mind.”
“My go-tos are my baggy suiting pants from Incu,” Gerry tells me. “They’re a staple because they’re relaxed yet structured and they move the way I move. Comfort is very important, which is also why my Asics are heavy in the rotation.”
On busy days, Britt also tends to reach for practical pieces that look chic and require minimal effort. “I love styling my pair of Asics GEL-DS TRAINER 14s with my oversized Camilla and Marc tee and Jungles Jungles pants because they give my outfit a laidback feel,” she says.
Wednesday
Gerry started his Wednesday morning with a quick stop at the market to grab some supplies for the office. “My style is grounded in ease and self-expression,” he says. “I’m not chasing trends but I do care about what I’m wearing [and what it] communicates. My approach to getting dressed is intuitive: in the morning, I check the weather, glance at my calendar and then ask myself what energy I need to bring into the day. I dress for my mood in the moment.”
Thursday
On set for a studio shoot for Australian label, Brotherwolf, Britt and Gerry are all about comfort. “I’m usually on my feet, moving around, styling and directing, so practicality is key,” Britt says. “I’ll throw my hair back into a slick bun and keep accessories to a minimum. A good ear stack is my go-to. It’s just enough to feel stylish, without anything else getting in the way.”
Friday
Friday was spent in a strategy meeting with Brotherwolf. “As much as we love working with some of the biggest names in the industry, we’re equally passionate about discovering and supporting the next wave of standout brands. Brotherwolf is one of those – it’s bold and breaking serious ground.”
Gerry lists Jungles Jungles, Brotherwolf and Larriet as his favourite brands. “[These labels] resonate with me because they share a similar philosophy … they each blend creative energy with refined restraint,” he says.
Saturday
For Britt, a Saturday morning coffee is a ritualistic experience. “It’s how I ease into the day and clear my head before things get busy,” she tells me. “As we shift into autumn, I really lean into layering. A great coat or jacket is essential for me and then I like to mix it up with rotating basics. I think it’s a simple formula that always works and keeps me feeling pulled together.”
Sunday
The couple end the busy week with a morning drive, coffee in hand. “Style-wise, I’ve grown over the years,” Gerry reflects. “The shift hasn’t been drastic but it’s evolved with my maturity and taste palette. I’m drawn to pieces that feel effortless but still carry weight – clothing that doesn’t shout but says something when you’re paying attention.”
Browse the Asics GEL-DS TRAINER 14 here.
This article From office to on set: A creative director’s week in fashion marketing appeared first on Fashion Journal.
2025-04-11 06:46:00
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