HEAD OF PRODUCTION + CREATIVE OPERATIONS
Say Yes
Allbirds SS26
I was challenged with producing a full seasonal campaign built on half the previous season's budget but with the same asset volume, premium talent, elevated creative. I led production strategy and creative operations end to end with this goal in mind. We not only executed premium quality content, we elevated it from the previous season while succeeding in substantial cost reduction.
ROLE
Executive producer + creative ops leader — leading marketing brief through final delivery.
I built the production strategy that allowed us to cut the budget in half; I sourced and negotiated talent with CAA; ran art buying and photographer selection; scoped and managed the budget; led creative operations across an agile, multi-partner production model spanning film, photography, social, digital, and retail.
SCOPE
Comparable asset volume to the prior season on roughly 50% of the investment — with premium talent and elevated creative intact. By getting scrappy with video, and producing content in a much leaner and nimble way we were able to reduce costs while still fulfilling our brief.
RESULT
BRAND
Allbirds
CREATIVE DIRECTION
Roxanne Zargham
PHOTOGRAPHY
Ward + Kweskin
PRODUCTION
Resin Productions
VIDEO
Flow State