How to Protect Creative Projects Like Fragile Eggs

A producer's advice for hatching great work

In advertising, a creative project is like a fragile egg. It either hatches into a little bird or gets devoured by predators. When you consider the journey from conception to birth, you realize what a miracle it is for an idea to even make it to the production phase.

We’ve all heard tall tales of creative breakthroughs being presented on napkins. And we’ve all seen the episodes of Mad Men where Don Draper gives a heroic speech and poof! … The commercial comes alive. It would be nice if that were reality.

But crafting great campaigns is a far more complex proposition. First, dozens of strategists, and account teams collaborate to shape and configure the brief with the clients. Once the stars align, creatives ruminate for months trying to crack said brief. Countless ideas are put into decks for us to present, revise and re-present until everyone greenlights the idea.

Even then, we’re not ready for production. Now the idea has to pass through research, testing the opinions of a randomly selected sample size. Does the idea stick? Did we convey the message? Their buy-in is important.

Now, the corporate legal department moves in and pokes holes. The celebrity you wrote into the script might have been arrested for a DUI. Or, more simply, the client’s husband, wife or live-in lover could hate it. And, well, that’s the end of that one. The list goes on with endless possible ways the egg could crack. That’s why, when we’re greenlit for production and the baton is finally passed to me and my team, we try to do the work justice. No producer wants to drop that baton; it’s been through the wringer.

Here are some suggestions that will help protect any fragile egg of an idea.

Tell ‘no’ to take a hike

Rather than saying no, counter the idea with “what if” or “let’s try this instead,” even when things seem impossible. There are countless ways to reinterpret and execute the fundamental nature of an idea.

Creatives: Can we fill the Bellagio Fountain with sparkling water, catapult Taylor Swift into it for a swim and sing-a-long, and shoot it all on film?

Producer: What if we scale this to a cold plunge, have her lip sync, and shoot with an Alexa?

While there are obvious instances where saying no is necessary—such as keeping the project within budget, time and feasibility—it’s our job to rearrange the puzzle and make the pieces fit. Embracing creativity and innovation not only enhances the final product, but also strengthens our relationships with the creatives and clients, positioning us as partners in the process rather than gatekeepers.

We are problem solvers, not problem finders. By saying “no” to the notion of “no,” we unlock the door to extraordinary possibilities and incubate our fragile egg.

So, try your best to figure it out, for Pete’s sake! (Pete could be one of the creatives who poured countless hours into cracking that brief.)

It takes a village to hatch success

The logistics are important, but bringing the right people into the mix is everything. A great producer carefully selects a group of specialists who take the idea from paper to fruition.

So, do your homework: Visit production company websites, watch editor reels, read treatments and meet with new talent to find out what they can offer. Networking at industry events and conferences can be invaluable.

Know who the best directors are, who reps them, and which DPs they prefer to work with. Be ready to suggest the best-suited music producer, or to explain why one editor would be a better fit than another.

Consider the dynamics of your existing crew and client. Everyone needs to be aligned, heading in the same direction, and ideally, get along. These people will help shape, amplify, and nurture the fragile egg like it’s their kin. Remember, credit lists on any job are extensive for a reason. It takes a village to bring anything to the finish line.

Don’t bullshit

There’s no need to fudge the script. Be open about everything you know and bring your partners and clients into the fold. Don’t overlook the fact that everyone involved is nesting the egg with you. You can’t do this alone.

Don’t lie about your budget. If you have a contingency, tell your partners so they know should something come up.

Don’t on cheat the airdate to create extra buffer time for yourself. Everyone needs as much time as possible.

Don’t shy away from discussing overages with production or your clients. It’s just money, and most people are reasonable and fair. The best producers don’t bullshit, and they are malleable. Encourage honest conversations between creatives, clients and everyone involved. This way, creativity can flourish in a safe space, bringing us one step closer to hatching.

Pivot and play

Producers are mega-organized. We pull together the schedule, budget and roadmap for everyone to follow and get the job done. While it’s essential to plan, know that circumstances could change due to countless reasons that are out of your control. And before you panic, remember that sometimes those unexpected detours are where the magic happens.

So, be ready to pivot. Know how to solve for those moments of change without getting frustrated or taken down.

Enjoy the journey

In a nutshell (or eggshell): It’s a business of mega-highs and ultra-lows, so focus on finding solutions that work. Celebrate the opportunity to collaborate with some of the most brilliant minds in the world. Embrace change, be honest and don’t forget to share a laugh along the way.