Jye Smith appointed Executive Creative Director at DOUBLESTAR CO

Sydney man finally updates job title after doing the job for six years

SYDNEY, AUSTRALIA — In a move that has sent shockwaves through absolutely no one, Jye Smith has formally changed his title to Executive Creative Director at DOUBLESTAR CO, the brand agency he founded, built, creative directed, wrote the copy for, designed the sound for, and apparently forgot to update his LinkedIn about.

"Honestly I just got tired of explaining it to strangers in bars," said Smith, a man who once directed a 22-minute animated film for a holiday park and told nobody for months.

Smith, 39 — definitely not 40 — spent two decades calling himself a strategist while simultaneously writing taglines, directing films, building brands across three countries, pitching over 500 ideas, and engineering audio at 4am in his underpants. When pressed on why the title change took so long, Smith blamed "a combination of imposter syndrome, procrastination, and the fact that no one tells you you're allowed to promote yourself in your own company."

He then paused. "Wait. I own the company."

The transition reportedly involved a rigorous four-stage process: denial, avoidance, a very honest conversation with an AI at 4am, and finally writing five case studies in a single sitting because someone told him to stop talking about it and just do it.

"I kept saying I'd build the portfolio," Smith confirmed. "For about eighteen months. Turns out it takes a few hours if you actually sit down."

When asked whether the creative industry would accept a strategist stepping into the ECD title, Smith responded: "I've directed a film that can only be watched in one place on earth. I built a creativity measurement tool for Adobe. I repositioned a Chinese fried chicken chain down to the uniforms and the WeChat app. I wrote the taglines. I did the sound design. What exactly is the concern."

It was not a question.

In reality, Smith has creative directed over 25 brands across Australia, China and the United States in the last six years alone. He has written brand platforms, taglines, campaign copy and scripts. Directed film. Designed sound and sonic identities. Led visual identity systems from logo to environmental design. Built and managed digital content studios across multiple countries. Held senior creative leadership across APAC at Weber Shandwick. Founded and runs a brand agency with a team of eight. His background spans design, film, copywriting and audio — he was a musician, sound engineer and web designer before any of the strategy titles showed up.

But sure, he's a strategist.

Smith's eight-person team were reportedly unsurprised by the announcement, having already been operating under his creative direction for years. One unnamed source said: "We thought he already had the title."

He did not.

DOUBLESTAR CO operates across brand, film and digital from Sydney, working with clients across Australia, China and the US. Smith is also the Head Coach at You're Good, Get Better and Podcast Host of Agency Land.

When asked if any other title changes were planned, Smith said: "Two identity crises per decade is my limit."

ENDS

Media contact: Jye Smith, because he also writes the press releases.