HEAD OF PRODUCTION + CREATIVE OPERATIONS
Say Yes
Allbirds SS26
I was tasked with delivering a full seasonal campaign on 50% of the previous season’s budget while maintaining the same asset volume, premium talent, and elevated creative ambition. I led the production and creative operations end to end, restructuring the production approach to maximize every dollar without compromising the work. The result was a significant reduction in spend while delivering on a higher creative standard and a robust volume of premium content across the season.
ROLE
Executive producer + creative ops leader — leading marketing brief through final delivery.
I built and led the production strategy that enabled us to reduce the budget while maintaining creative ambition and asset volume. I architected the production model end to end, including casting and contract negotiations, art buying and creative talent curation, budget scoping and management, and creative operations across an agile, multi-partner ecosystem spanning 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