Brock Ollie

Executive Producing Under Pressure

Role: Executive Producer
Timeline: < 8 weeks (concept → delivery)
Moment: Super Bowl 2022

Weedmaps planned to rely on external agencies for Super Bowl 2022.

Instead, I pushed for an internal idea—and built the structure to deliver it at scale.

The result was Brock Ollie: a campaign that entered the national conversation around censorship and advertising, despite the brand’s paid media being rejected.

The Problem

• Super Bowl-level expectations without Super Bowl media placement

• Initial reliance on external agencies over internal creative

• A compressed timeline of less than 8 weeks

• High visibility, high scrutiny, and no room for missteps

At the same time:

• A strong internal concept existed—but wasn’t being prioritized

• The team needed structure to move quickly at a national scale

The Approach

I shifted both the strategy and the execution model.

Backed the right idea

• Advocated for an internal concept over external agency pitches

• Elevated an underutilized creator and created the space for their work to lead

Built the team and structure

• Assembled and operationalized a cross-functional creative team

• Defined clear ownership, timelines, and approvals

• Created alignment between internal stakeholders and external production

Led execution under pressure

• Served as the primary liaison between Weedmaps and the production company

• Oversaw creative, production, and delivery across an accelerated timeline

• Maintained clarity and momentum in a high-stakes, fast-moving environment

This wasn’t just execution.
It was building the system required to deliver at that level—quickly.

The Result

• Delivered a full campaign in under 8 weeks

• Generated 355M earned media impressions

• Drove 1.4M social impressions

• Earned 8 Clio Awards

• Became one of Weedmaps’ most visible and culturally resonant campaigns

Internally:

• Demonstrated the value of investing in internal creative

• Created a career-defining moment for an underutilized team member

• Proved the team could operate at a national level under pressure

Why It Matters

This project reflects how I operate when the stakes are high.

I don’t just execute—I make the call on what’s worth backing, build the structure to support it, and drive it through to delivery.

When timelines are tight and expectations are high, clarity, alignment, and decisive leadership matter more than anything else.