HEAD OF PRODUCTION · CREATIVE OPERATIONS
I led brand-side production for three hero films and a full suite of social, digital, streaming, and broadcast assets in partnership with Farmleague. I selected the production partner and oversaw the work end to end, from pre-production through delivery. The success of the campaign was driven by strong upstream planning: I helped establish the production framework, design system, and cross-channel specifications that enabled the team to create precise, scalable content while delivering a more elevated and fresh expression of the brand.
Inspired
by Nature
Allbirds
Executive producer + creative operations lead
ROLE
I partnered with Brand Marketing to define asset requirements and scope upstream, then worked with the internal creative team to build a scalable system that governed versioning, tone, and capture. I selected and led the production agency across production and post, while overseeing talent management, art buying, director selection, and the full campaign budget. Internally, I drove production and creative operations across three hero films and a comprehensive social, digital, streaming, and broadcast suite of assets.
SCOPE
RESULT
One production created a cohesive brand story across every touchpoint. By aligning with channel partners upstream, we were able to build every expression of the campaign from the same creative foundation rather than treating each channel as a separate execution. The result was a unified brand world that carried consistently from broadcast and streaming through social, digital, and retail—giving the campaign a more recognizable, elevated, and intentional point of view wherever the consumer encountered it.
BRAND
Allbirds
AGENCY
Farmleague
DIRECTOR
Janssen Powers
PHOTOGRAPHER
Jeff Luker