Both. The distinction stopped being useful a long time ago.
"Creative Director" is one of those titles that stopped meaning much the moment everyone started using it. At its worst, it's a way of saying "the person who approves things." At its best, it's the person in the room who understands both what needs to be said and how it needs to feel, and refuses to let those two things drift apart.
At Reino, that work starts before the brief is finished. It begins with the kind of listening that goes beyond collecting inputs: understanding what a client is actually trying to say, what they're leaving unsaid, and what the gap between the two reveals. Then comes the harder part: translating abstract values like trust, lightness, or clarity into visual craft that carries that meaning without announcing it. Form is content appearing. When that translation works, the design becomes invisible, not because it's absent, but because it's so precisely right that it disappears into the experience.
On Amia, the work was different in kind. Pedro conceived the behavioral and conversational logic of the system from the ground up. From the initial conception of how it should behave with people, through the behavioral documents that translated intention into instruction, to the final architecture in production. That's closer to authorship than direction.