Overview
Across several years, I led the production of large-scale, integrated campaigns for major Canadian brands and public sector organizations including World Vision, BC Hydro, Ukrainian World Congress, Cloverdale Paint, Coast Appliiances, FortisBC, the Province of British Columbia, Preventables BC, and the Canadian Cancer Society. These campaigns required the coordinated delivery of extensive creative ecosystems—often 30+ assets per cycle—across broadcast, digital, social, radio, podcast, and out-of-home channels. The work spanned behaviour change initiatives, public safety communications, fundraising and awareness campaigns, and complex multi-stakeholder public programs.
Case Study
Unlike single-platform deliverables, integrated campaigns require a synchronized production approach that aligns creative, strategy, media, and stakeholder needs across multiple channels and formats. Each campaign had unique pressures: strict regulatory requirements, evolving messaging landscapes, large and diverse stakeholder groups, tight broadcast timelines, and the logistical complexity of producing numerous assets simultaneously. These campaigns also demanded consistent quality across disciplines—live-action, animation, digital, social, audio, and experiential—while managing creative spend across multi-million-dollar media buys for high public visibility. Ensuring continuity of message and creative integrity across many deliverables was essential to meeting client expectations and achieving measurable impact.
My Role
- Executive Producer/ Team Lead overseeing end-to-end campaign execution for multi-million-dollar programs
- Oversaw creative and channel strategy to work with media strategy
- Coordinated large creative teams including directors, writers, designers, editors, motion teams, photographers, and developers
- Managed the full production pipeline: scoping, budgeting, scheduling, crew resourcing, post-production, QA, approvals, and adaptation cycles
- Oversaw budgets, timelines, risk, and approvals
- Led complex stakeholder communication across client departments, partner agencies, and executive teams
- Ensured consistent creative quality and message alignment across up to 30+ assets per campaign cycle
- Oversaw broadcast-level production workflows spanning TV, radio, and sometimes OOH as well as digital/social variations and experiential components
- Implemented rigorous risk management, scope control, and deadline discipline to keep production stable and predictable
- Partnered with creative leadership to balance ambitious creative goals with production realities, timelines, and client constraints
Outcome
These campaigns successfully delivered high-volume, high-quality creative that supported client goals ranging from public awareness and behaviour change to brand visibility and fundraising success. Many of the programs became multi-year engagements due to the quality and reliability of production leadership. The work demonstrated my ability to manage complex, multi-channel production ecosystems, guide diverse creative teams, and deliver consistent, measurable results for large organizations operating at national scale.
