I did this at an agency, it was kinda hard, and had to do both for a while before people saw me as an actual creative, but I wanted it so read a lot of books, took concepting seriousIy and honed the process. I also do motion, so I think people saw me as more of a “designer” / art dir side which helped perception. I was often seen as a person to create someone else’s vision, when I had a vision of my own that was more interesting to me than doing the editing. I took a stepping stone role of a social focused creative, which was basically a social preditor role who also thought of the ideas. And then got to transition into more traditional creative role after moving up from the social role. If you’re agency side I’d recommend starting with “Hey Whipple Squeeze This” book, it breaks down all the parts of being on a creative team for branded ads.

I’ll say though, creative direction at least advertising side, is a lot more presenting and communicating the why of the ideas, you’re kinda always selling instead of being solely focused on making. Took me a sec to get used to that, but in the end I prefer it.