Júlio Aymoré, Group Creative Director of Generative AI at Superside

Júlio Aymoré

Group Creative Director of Generative AI

Superside

Questions and Answers

  • What does your company do?

    Superside is your dedicated, on-call creative team, helping you expand production and boost your team’s creative output. Think of us as a part of your team, so you can focus on the work that matters most. Grow your in-house creative capacity with top global talent and fast, affordable delivery powered by smart AI tools.

    We're your creative team's creative team.

  • Describe your role in 1—2 simple sentences.

    I lead our creative AI strategy, ensuring our tools and processes help designers, writers, and other teams work faster and better. I also run AI research and testing, and train our teams to use AI confidently in their day-to-day work.

  • What do you really do at work?

    • Lead Superside’s creative AI efforts, shaping how AI is used across the company
    • Run applied AI research to find the best tools and build workflows that meet real creative needs
    • Guide AI Creative Directors with standards and resources to keep AI use effective and aligned across teams
    • Design and lead AI training programs that raise skill levels across creative and strategy teams
    • Connect long-term AI research with day-to-day creative work to keep tools useful and relevant
    • What does a typical Monday look like for a Group Creative Director of Generative AI?

      Coffee comes first, always. Then I go through a lot of Slack messages to clear things up and keep things moving. Mondays are for sync. I meet with my R&D team to set tasks for the week and spot any blockers or chances to try something new. I skim AI newsletters and check LinkedIn to catch up on recent updates.

      During the day, I have calls with other Creative Leads and CXOs to shape our AI plans across teams. I also try to spend some time testing new tools or models. Playing around is part of the job.

      After work, I pick up my daughter, hang out with my wife, and take care of our 4 cats, 2 dogs, and 2 turtles. That helps me slow down after a fast-paced day.


    • Are you involved in the creative process at any stage?

      I jump into projects to help teams, test workflows, and give in-project training. This includes everyone from Creative Directors to Junior Designers. The goal is to bring AI into the process while keeping the human touch clear. I do the same with R&D. I run one-on-ones, solve problems together, share screens, and fix things live so we can keep moving.

  • What tools/apps do you use at work?

    • If you had to limit your toolkit to five AI tools, which ones would you choose?

      Krea, Weavy, Figma, ChatGPT and After Effects all play a part in how I work, from coming up with ideas to building and animating them.

    • Can you give an example of multiple tools that generate similar outputs, but serve entirely different use cases?



      Kling and Veo3 feel cinematic and handle complex prompts with impressive precision – great for narrative or high-production use. Runway Gen-4 delivers consistent imagery and faster results – ideal for iterative creative workflows. Pika and Highsfield are snappier and more playful – better suited for social-first content.

  • What skills are necessary to do your job?

    Hard skills:

    I combine deep knowledge of AI tools, design systems, and creative software to craft scalable, future-ready solutions that push the boundaries of visual storytelling.

    Soft skills:

    I lead with curiosity and clarity, connecting people, processes, and ideas to foster innovation and meaningful creative work.

  • Biggest eye-opening since you started this job.

    The biggest surprise has been realizing how much adaptability matters. Not just with tools or workflows, but with how fast things shift and what it truly means to lead in a global, remote team.

    I didn’t expect creative direction to depend so much on quick replies across time zones, fast-changing plans, and working with tools that aren’t fully ready yet.

    • How has the increased speed of production changed how you brainstorm or develop ideas?

      I used to think ideas had to be fully formed before moving forward. Now I build them live. I brainstorm by testing, generating, and reacting. Creativity feels more like a conversation than a plan, and I like how alive that is.

  • Most challenging part of your job that people often don’t see from the outside.

    The most challenging part is managing expectations, others’ and my own, while navigating constant self-doubt in a space that’s evolving faster than anyone can fully master.

    People often see the output but not the internal effort it takes to lead with confidence, inspire others, and stay ahead when there’s no clear path in this AI environment.

    • How has the dynamic between clients and creative teams changed since AI?

      There’s more curiosity now but also more pressure. Clients want faster turnarounds and more options, which means we need to educate while we deliver. It’s important to show that speed doesn't replace strategy or storytelling.

    • What’s something people often misunderstand about using AI in creative roles?


      People think it makes things easier. It doesn’t. It makes things faster, but also more complex.

      Many overlook the creative judgment it takes to guide AI. You need to know when to push it and when to stop and take control. It’s not just pressing buttons. It’s shaping intent, sorting through the mess, and owning the final story. AI doesn’t replace the creative. It raises both the potential and the responsibility.

  • What drives you at work?

    Internally, I’m driven by the need to make creativity sharper, faster, and easier to share, proving that AI isn’t a shortcut, but a way to think better and tell deeper stories.

    Externally, I’m motivated by the chance to guide others through this shift, helping creatives adopt new tools, adjust quickly, and keep moving forward in a space that’s messy, fast, and full of potential.

  • Biggest professional goal.

    My biggest professional goal is to one day slow down, to lead with calm, clarity, and purpose, maybe from a farm full of animals with my wife and my daughter, creating from a place of peace rather than pressure.

    It’s the calm after the storm, where I can still guide and build, but at a more human, intentional pace.

  • What do you think is your unique talent?

    My unique talent is deep empathy. I care a lot, sometimes too much, which helps me understand people, ideas, and emotions in ways that shape more thoughtful and human-centered creative work. It’s a strength that drives connection, but it can also feel heavy at times.

  • Do you believe in work-life balance? How does it work for you?

    I don’t think work should be the center of our lives. Living with depression and anxiety has taught me to protect my mental health, to give myself permission to slow down, disconnect, and be more than just my output.

    Balance isn’t a luxury for me, it’s a necessity.

    • How do you manage FOMO and anxiety when something new in AI seems to launch every second?

      I’ve accepted that I won’t catch everything – and that’s fine. I care more about depth than speed. I follow what aligns with my goals or sparks real curiosity, and I let the rest go. The point isn’t to try everything. It’s to make something that matters.

  • Trend or development in your field that excites you now.

    I’m most excited about the rise of AI in video and animation production. It unlocks new creative possibilities and gives more people the tools to tell visual stories.

    • What are you able to do today that wasn’t possible before generative AI?

      You can build full creative directions in a day, try different visual styles in hours, and bring non-designers into the idea phase. It opens things up, but only if you know how to shape the output.


    • How do you define “quality” in an AI-driven world? How do you explain quality to clients now?

      Quality isn’t just about polish anymore. It’s about intent. With AI, anyone can create something that looks good, but what really matters is the thinking behind it.

      I tell clients that quality isn’t about how real or fast something looks. It’s about how well it supports the idea, the message, and the brand.

  • Products that you really like.

    Krea, Weavy, and Figma.

    Each inspires me in different ways, from generative design to real-time collaboration to scalable systems thinking.

    • Who are your favorite AI creatives or AI-first creative studios right now?

      On the tech side, I like what Krea and Weavy are building. There’s real purpose and usability in their work.

      On the creative side, Wonder Studios is one to keep an eye on. And of course, Superside, but I’m biased.