OpenText Hightail

Teamwork makes the dream work

Liana Tallarico

January 24, 2018

Co-Produced: Stories about award-winning campaign ideas and the teamwork that brought them to life.

Since a young age, I’ve been obsessed with studying creative marketing and the Agency A lists. Super Bowl Sundays were spent with friends calling out which agency produced what spot that was currently on-air. One could only dream of being a part of that creative magic.

But as my advertising & marketing career progressed, I quickly realized that there is A LOT more that goes into high profile and award-worthy creative campaigns than just smart copy and sexy visuals. There’s teamwork and collaboration happening behind the scenes, not just between an copywriter/art director partnership. It’s agency & client, publisher + agency, videographer and creative director. All of these teams need to trust each other and stay committed to the brief,  yet open to new or alternate ideas for it to work.

To honor the collaboration that goes into producing noteworthy campaigns, Hightail proudly sponsored the Digiday 2017 Creative Collaboration Award (btw, congrats to Twitch, Procter & Gamble and Wieden+Kennedy for taking home the big win). 

But we didn’t stop there. We wanted to explore how award-worthy campaign ideas come to life. In partnership with Digiday, we’ve released a podcast mini-series called Co-Produced, where you’ll hear firsthand how agencies, clients and publishers worked together to tackle their creative challenges. 

Tune-in to the Co-Produced series

Learn how Old Spice, Twitch, Wieden+Kennedy and MediaMonks brought a giant robotic squid, controlled by the internet, to life.

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Hear how Deep Focus and Engine Media worked together to bring EyeBuyDirect to the US market, challenging direct to consumer eyewear brands like Warby Parker.

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Listen to the story of how Reynolds and Condé Nast created thumb-stopping videos.

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And finally, find out how Something Massive and Plum Organics grabbed the attention of new parents by talking about the side of parenting that is too often overlooked.

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P.S. This year, I’ll be tuning into Super Bowl LII not just for the ads, but to cheer on my hometown team the Philadelphia Eagles!