Air’s masterclass returns to show how systems shape great ideas

Behind every great campaign is structure: the habits, tools and workflows that quietly keep creative chaos at bay. That’s the focus of Air's Creative Ops Masterclass, the original video series exploring how real teams build systems that make creative work more powerful and less chaotic. “Creative Ops Masterclass is part documentary, part playbook,” says Clayton Chambers. “We set out to show how creative work actually gets made by real people – sharing the tools, systems and philosophies behind it.”

For Clayton and Oren John, authors of the Masterclass Curriculum and hosts of Creative Opps Masterclass, London was the natural next stop. “The city operates like a global switchboard,” Oren says. “Its proximity to Europe, the Middle East and Africa makes it a true intersection of creative cultures.” Across four new episodes, the duo explore how that energy translates into process. “London has this scrappy, self-starting energy,” Clayton adds. “We met founders who built their brands brick by brick – bootstrapped, hands-on, built for longevity. It reminded us that great operations don’t need huge teams or budgets.”

These findings sit at the heart of the series. As Oren explains, structure is about giving creativity room to breathe. “It starts with clarity. When everyone knows the goal, the audience and the story you’re trying to tell, the chaos fades. Then you build systems that serve the work, not slow it down.” Those systems might be as simple as a shared brief or better file management. But as we know, small habits like these can transform how a team works. “The teams who win are the ones who don’t fight the future,” Oren says. “They figure out how to partner with it.”

Air’s platform helps teams streamline how they collect, approve and share content – the behind-the-scenes work that often eats up time and energy. “We think of tools like Air as creative accelerators,” says Clayton. “They take away the admin and give your team more space to focus on story, design and vision.” And for smaller teams? “You just need rhythm,” Oren adds. “Write things down, set weekly goals, keep your feedback loops short. The goal isn’t to be more corporate — it’s to free up your best people to do their best work.”

One of the biggest surprises from filming in London was how many founders are using LinkedIn as a creative playground. “Some of the best brand leaders here are narrating what they’re building in real time,” says Clayton. “That transparency builds trust – and it proves content doesn’t have to be complicated, just honest.” Throughout the season, each conversation peels back the curtain on what happens when creativity meets process – whether that’s a fashion drop, a pop-up café, or a team rethinking how it collaborates.

At its core, Creative Ops Masterclass is about giving creative people confidence to build. “You don’t need permission or perfect conditions,” Oren says. “Just a point of view and the discipline to follow through.” Season Two is full of people carving their own path, creating structure that fuels imagination, and making meaningful work on their own terms.