Why So Many In-House Creative Teams Aren’t Actually Creative
In-house creative teams are booming right now — and for good reason. On paper, it makes sense: build a full creative department internally, save money, and produce more content in less time.
But here’s the problem:
A lot of these “creative teams” aren’t actually being allowed to be creative.
More often than not, the structure looks something like this:
A videographer is hired.
A sound person is hired.
A designer is brought in.
A content calendar is handed down from above.
Suddenly, the “creative team” becomes a content machine — not a creative engine.
They’re executing, not dreaming.
They’re producing, not exploring.
They’re staying safe, not standing out.
Execution ≠ Creative Development
I recently heard Evan Spiegel (Snapchat’s founder) describe their internal creative team. It’s nine designers. All equal. No rigid roles. No hierarchy. Just space to think and imagine.
Their only job? Come up with ideas.
That’s the kind of in-house team that can actually drive innovation. But that’s rare.
The Problem with Over-Structuring Creativity
In the corporate world, process often becomes the enemy of originality.
Deadlines, layers of approvals, and brand guidelines can end up watering down what could’ve been a powerful idea.
And when you over-structure creative teams, they stop asking the most important question:
“What if we did something completely different?”
Why Outsourcing Often Leads to Stronger Creative
When companies hire me or my production company, they’re not just hiring someone to press record.
They’re getting a creative partner:
Someone not bogged down by internal politics.
Someone who’s worked across dozens of brands, industries, and styles.
Someone who brings a fresh lens and can quickly see what’s working (and what isn’t).
Because real growth doesn’t come from doing the same thing, faster.
It comes from doing something better. Something braver.
So What’s the Solution?
It’s not that in-house teams are bad — but they need breathing room.
They need leaders who protect creative time.
They need partnerships with outsiders who bring new energy.
They need permission to break the mold once in a while.
I’d love to hear from others working in this space — how have you seen in-house creative evolve? And where do you think outsourced creatives still bring the most value?