Senior Creative (AI-led) in Luton

We’re after a proper creative first. Someone with strong craft, sharp ideas and good taste — who also happens to be brilliant with AI. That order matters. The tools will change every six months. Good creative thinking won’t. We’re not hiring a prompt writer or an AI enthusiast — we’re hiring a creative who uses AI the way other creatives use Photoshop: fluently, without making a fuss, and always in service of the idea.

You’ll work on brand, campaign, digital and social for clients like Faith in Nature, YHA, Belvoir Farm, FUROCITY, and Kärcher. The role is hands-on — concepts, visuals, motion, storytelling — with AI giving you the speed and range to make more of the good stuff, faster. You’ll also help us build the workflows, prompt systems and brand platforms that lift the whole agency’s output.

If you can’t share a big idea before you open a tool, this isn’t the role.

You’ll need to be able to:

• Lead with the idea: concept first, execution second. The work starts with a thought, not a prompt.
• Make work that holds up: visual craft, composition, typography, storytelling — the fundamentals. Whether it’s made in Photoshop, Runway or by hand, it should stand on its own.
• Use AI properly: fluent across Midjourney, Runway, Sora, Flux, Firefly, ComfyUI — whichever tools suit the brief. Know when to reach for them and when not to.
• Keep it believable: strip the AI tells out. Real textures, real light, real people. If it looks generated, it isn’t finished.
• Tie it to brand: build brand-specific asset libraries, prompt systems and style references so each client’s work stays on-brand at speed.
• Find the workflow: test tools, combine them, break them, rebuild them. Document what works so the wider team can use it.
• Share the craft: bring the rest of the creative team with you. Teach, show, critique, raise the bar.
• Stay curious: new models drop weekly. You’re testing them before the industry writes about them — but only using the ones that actually make the work better.

THE TICK BOX STUFF:

• 3–5 years as a creative or designer in an agency or strong in-house team — with a portfolio that proves the craft.
• Properly fluent in Adobe Creative Suite and Figma. You can finish work without AI if you have to.
• Strong conceptual thinking — ideas that work across brand, campaign, digital and social.
• Hands-on experience with generative AI tools, and a point of view on which ones are worth the hype and which ones aren’t.
• A portfolio with a mix of traditional craft and AI-assisted work — we want to see both, and we want to hear how you made it.
• Comfortable juggling multiple brands without losing the thread on any of them.
• Honest communicator. Can take a brief, ask the right questions, and talk through the thinking behind your work.
• The commute to Altrincham is no bother.

WHAT’S IN IT FOR YOU?

• Flexi-working: 60:40(ish) in our swanky Altrincham office
• Annual leave: 25 days from day one, rising a day per year to a max of 30. One personal day to use as you like each quarter. Take your birthday off — enjoy one too many drinks
• Health & wellbeing: we’ll contribute toward your gym, meditation app, or nail appointment. Whatever brings you inner peace.
• Team socials: funded fun for everyone, once a quarter.
• Personal development: never stop learning. On us. Annual personal training and development programme.
• Good stuff day: once a year, we do good, together.
• Tuck shop: a fully-stocked, fully-free trolley of good (and not so) stuff.
• The right tool for the job: your very own MacBook Air — plus a proper stack of AI subscriptions so you’re never working with one hand tied.
• Friday free at three: after all, what are Fridays made for?

WHO ARE IF.?

We’re a brand commerce agency based in Altrincham. Twenty years in, and an official TikTok Shop Partner, we believe brand and performance should work together — not sit in different rooms — and everything we do runs through our Shift > Engage > Convert framework.

We work with brands like Faith in Nature, YHA, Knowsley Safari, Marston’s, Freshpet and Kärcher. Some for over a decade. That’s not an accident — it’s because we do the work properly, tell clients when there’s a better way of doing something, and back brand thinking with commercial results.

If that sounds like your kind of place, we’d like to hear from you.