Pictured above: Front end of a live shopping Program our team delivered for hanifa

Read time: ~5 minutes

The full potential of a creative professional Surfaces when they are approached as a partner. A partner is embedded in your process, understands your brand from the inside, and shares responsibility for both the creative vision and the results.

When you treat someone like a partner, they stop simply responding to briefs and start contributing to a mission. It is the difference between someone showing up to do the job and someone showing up to take ownership.

Below I'll share an example of an effective partnership that started out as a one off transactional gig and turned into transformation.

Hanifa: From operating a camera to driving over $500K revenue

My work with Hanifa started as a one-off shoot. I took the time to understand the Creative Director's vision, the brand’s voice, and the possibilities for where it could go.

After we wrapped, she asked me directly, “What would a longer-term working relationship look like?” That single question opened the door to something bigger. Eventually, we defined a clear scope under Media and production direction to develop storytelling initiatives, and frameworks for production that were sustainable/adaptable.

Being in that role meant I could think beyond campaigns and consider how production drives value. First we developed internal capabilities to cut costs while increasing the quality of engagement and volume of output. One of the most rewarding opportunities I had was introducing live shopping events to their audience. Over five streams, those events brought in more than $500,000 in direct sales while deepening engagement with their community.

of course, there were Technical hiccups, production challenges, and the challenges of scaling a fast-growing brand that came with the territory. But the payoff far outweighed the stumbles. It was a proof point that thoughtful integration of media and production could directly move the needle for the business.

Why This Matters

When you see production as something you “outsource,” last second, you limit its potential. You might get what you asked for, but you rarely get the extra layer of strategy, creativity, and problem-solving that comes from someone who shares responsibility for your success.

When you integrate production into your process, you gain more than a service provider. You gain someone who can anticipate challenges, propose creative solutions, and align every frame with your brand story. You also gain efficiency. A partner understands your deadlines, your priorities, and your limitations. That understanding allows them to make better decisions on your behalf without you having to micromanage.

The Takeaway

Contractors fulfill tasks. Partners build outcomes. This shift from one to the other isn't automatic. It happens when both sides commit to working together as an integrated team.

If you want the most out of your creative investments, bring your production team in early, even if its just for initial feedback. Share your strategy. Give them context. Let them help shape the work instead of just delivering it. This is how i've done my best work and plan on continuing to do so.

For my fellow vendors - think big and outside your comfort zone. If you're hired for Capability "A", but you also excel in Capability "B", voice how that "B" can drive results. Start small, and scale as quickly as your opportunity will allow.