1,000+ video assets in seven weeks for the biggest football game of the year.

DIRECTOR, BRAND ACTIVATION · DEPT

BRAND CAMPAIGNS · PRODUCTION · AI-ASSISTED

OVERVIEW

Modern Super Bowl campaigns don't live in a single 30-second spot anymore — they're built over weeks, across platforms, through a constant drumbeat of content. For Uber Eats' Super Bowl LX campaign, that meant producing over 1,000 video assets in a fixed seven-week window, launching in-app across multiple markets before game day.

DEPT contracted me to own end-to-end delivery. The brief was ambitious, the timeline was immovable, and the volume was unlike anything a standard production workflow could handle. I built the WoW and we launched on time.

WHAT I OWNED

Production at Scale: Led production and delivery of 1,000+ video assets using AI-assisted assembly across a fixed seven-week window — coordinating creative, legal, product, and production teams from brief through final delivery.

Workflow Design: Identified the cross-team friction points slowing delivery — between creative and legal, product and production, approval cycles that weren't built for this volume — and built shared workflows to resolve them, reducing delays and maintaining consistent brand quality across every asset.

Brand Governance: Maintained Uber Eats brand standards across a high-volume, compressed output — ensuring every asset met quality and approval requirements before launch across all markets.

AI-Assisted Production: Scaled AI assembly tools to hit volume targets that traditional production timelines couldn't absorb, enabling faster iteration and flexible versioning across markets.

THE CHALLENGE

Producing 1,000+ assets for a Super Bowl launch is a heavy operational lift. The bottlenecks were in handoffs: between creative and legal, between product and production, between approval cycles that weren't built for this scale. With a hard game-day deadline and no room to slip, my job was to find those gaps and close them before they became delays.