Brock Ollie

Executive Producing Under Pressure

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

Despite Weedmaps’ ad dollars being rejected during Super Bowl 2022, I executive produced the Brock Ollie campaign to elevate the national conversation around censorship and advertising—under extreme time pressure and public scrutiny.

At the outset, the plan was to source ideas from outside production companies. As a new leader, I advocated for our internal creative team, knowing we had the talent to deliver at this scale. The concept that moved forward was developed in-house by a direct report who had been underutilized. I created the space and structure for that idea to be seen, backed it with conviction, and shepherded it through execution.

What I Did

• Executive produced the campaign end to end

• Championed an internal concept over external agency pitches

• Managed and mentored the internal creator behind the idea

• Built and operationalized a new cross-functional creative team

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

• Oversaw creative, approvals, timelines, and delivery under an accelerated schedule

The Challenge

• Super Bowl-level visibility

• Ad dollars rejected

• Extreme timeline: less than 8 weeks

• Highly saturated media moment

The Outcome

• Delivered full campaign in < 8 weeks

• 1.4M social impressions

• 355M earned media impressions

• 8 Clio Awards

• One of Weedmaps’ most visible and culturally resonant campaigns

• Career-defining opportunity for an underutilized internal creator

Why It Matters

This project reflects my approach as an Executive Producer: trust great ideas, advocate for talent, move fast without breaking the work, and build systems that allow teams to do their best work—even under pressure.