HEAD OF PRODUCTION · CREATIVE OPERATIONS
I internally produced three hero films plus social, digital, streaming and broadcast — produced with Farmleague. I selected the agency and ran production from the brand side. The success was due to the upstream planning: a design system the internal team built to, and cross-channel specifications that allowed for precise content that ultimately was an elevated and fresh look for the brand.
Inspired
by Nature
Allbirds
Head of production and creative operations for Allbirds — I managed agency pitches and selection through final delivery, negotiations, contracts, editing and the internal systems that allowed for elevated and versatile content to be utilized to it’s maximum potential.
ROLE
SCOPE
Partnered with Brand Marketing to define cross-channel requirements ahead of production; worked with the internal creative team to build assets against a design system that governed versioning and tone; selected and managed the production agency and full production and post production; led talent management, art buying, and director selection; owned the campaign budget; ran internal production and project management across three hero films and the full social, digital, streaming and broadcast toolkit. Sold in and drove the operational strategy that allowed for new ways to efficiently capture and utilize content.
RESULT
One production event fed every channel. As a result of working closely with channels upstream, specs were agreed upfront and every asset was built to a shared system, versioning was a routine step rather than a round of rework. Broadcast-grade quality and clearance, with a consistent, elevated tone across every touchpoint.
What I owned.
PRODUCTION
TALENT MANAGEMENT
CREATIVE OPERATIONS & STRATEGY
BUDGET MANAGEMENT
AGENCY SELECTION
CROSS CHANNEL PLANNING
POST PRODUCTION AND ASSET DELIVERY
ART BUYING
BRAND
Allbirds
AGENCY
Farmleague
DIRECTOR
Janssen Powers
PHOTOGRAPHER
Jeff Luker
