Liberation75 Campaign (2025)
Case Study – Project Management – Liberation 75
Liberation75 may have been one of the most emtionally compelling campaigns I’ve had the pleasure of being part of. Working with an incredible client team and actual holocaust survivors, our creative team produced video, print and web materials that won numerous prizes across Canada and earned international recognition. Awards include numerous categories including the award of distinction from the Edmonton Ad Club and Strategy Magazine. As the lead Project Manager, I oversaw the complex timeline that led up to a major national announcement. I also coordinated an international team with support from New York and India.
The Approach
Project Planning
As we leverage cutting edge AI technology, we had to plan a sophisticated project schedule with staged deliverables and live actors.
Resourcing
The skillset needed for this spanned five different agency cities and garned global attention for a remarkable use of AI paired with an unforgettable story.
Urgency
The 75th anniversary was a critical milestone that couldn’t be missed. As we were experimenting with generative AI, we had no shortage of long days.
Learnings
One of the biggest learnings from this campaign was the importance on milestone delivery across agencies. If one party falls behind, the consequences spiral and we were forced to pivot dramatically in the final weeks. With the level of quality required on our timelines, it became clear after a couple checkins were missed that we should have changed approaches to ensure we stayed on track.
This was also one of our first AI productions, and there were some incredible learnings for working with new tech alongside a human story. Generative AI wasn’t at the level people may be used to now, and the tools required considerably more time and polish to reach a production quality. Still, it was all based on an incredible story that truly moved people who saw it, and I couldn’t have been more proud to be part of this team.
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