Brie
Parks

GoPro HERO8 Black + MAX Launch

Two cameras, one launch day: launch films, a product story, a customer-made film, retail content and a full launch kit.

The Challenge

My last GoPro launch, and the one where I played the biggest role. GoPro launched HERO8 Black, with an all-new design featuring built-in foldable mounting fingers and HyperSmooth 2.0 built-in stabilization, and MAX, with GoPro's widest lens ever and unbreakable stabilization, on the same day. Each camera needed its own story and its own content for online, social and retail.

My Role

As Senior Producer, I managed six direct reports (three shooter/editors, two motion graphics artists and an associate producer) within a 25-person in-house production team. I owned the budget, schedule and final delivery, hired and managed Swordfish for the CG product renders, and produced the HERO8 Black product story and the Point of Purchase reel for retail.

Partners: Creative Directors Brian Town and Daniel Sherer; Product Marketing Managers Jeremy Hendricks, Maddie Guenther and Jing Liu; and the Industrial Design, Legal, Copy and Photography teams.

The Approach

• Customers as creators. For the Million Dollar Challenge, we made a launch film entirely from customer footage. With $1,000,000 on the line, 42,000 clips were submitted and narrowed to 45, and each of the 45 creators was awarded $22,222.
• Design for reuse. The HERO7 retail reel took three CG vendors. For HERO8 + MAX we consolidated to one, Swordfish. For the accessory renders, we created a "belt" concept so every accessory connects to the cameras with the same motion, which let Swordfish reuse one animation and saved about $50K.

The "belt": one shared motion for every accessory. CG by Swordfish.

The Results

"Brie has been an invaluable resource for the successful marketing of multiple, key revenue driving, Tier 1 products over multiple years. She went above and beyond to not only translate the creative vision of how these products are communicated, but also how cross functional teams (product and marketing orgs) use high fidelity, always high quality marketing videos."Jeremy Hendricks, Product Marketing, GoPro (now Consumer Devices, OpenAI)

Apex Legends Global Series: Year 3 Announcement

Launching the third year of EA's global Apex Legends esports league with a hype film and a full set of localized and social deliverables.

The Challenge

ALGS Year 3 was a highly anticipated season. The announcement had to build excitement among a global competitive community across YouTube, X and live broadcast, with versions that worked in every region and format.

My Role

As Senior Producer on the Apex Legends Global Series, I owned the Year 3 announcement from concept to delivery. I was coming off a first year in which our team grew the newly launched ALGS X channel to 100K followers. I developed the creative concept and wrote the creative brief with Creative Director Justin Joseph, hired and managed Revo Studio as the external production partner, gave creative feedback on each cut, and ran internal review and approval rounds with Apex Marketing Activation, Legal, Broadcast and the Apex Social team.

The Approach

• Concept first. Justin and I locked the creative direction internally, so Revo started from a clear brief instead of an open question.
• One point of contact. I combined feedback from four teams into one clear direction for the vendor, which kept revisions focused and the edit on schedule.
• Built for every channel. The hero film, localized versions, social and broadcast cutdowns, and a paid media banner on Fandom were planned together, so every deliverable came from the same creative.

The Results

"Brie's approach to project and team management was outstanding, especially from an external vendor's perspective. She has a remarkable talent for leadership and creativity, seamlessly managing both internal and external teams in a high-pressure environment."Josh Kaufman, Owner, Revo Studio

"Brie's greatest strengths lie in her ability to build and lead teams, plan and execute complex projects from inception to completion, and deliver top-quality branded media assets and marketing campaigns."Justin Joseph, Creative Director, Electronic Arts

Also from ALGS Year 3

Product Education at Scale

Turning complex camera features into short, clear tutorials, from Quick Starts for new owners to a Creator Series for advanced users.

The Challenge

Every GoPro launch added features customers had to learn on day one, such as stabilization, 360° capture and reframing. Customer Support needed tutorials that answered common questions before they turned into calls, and advanced users wanted deeper techniques.

My Role

As Senior Producer, I ran production on the tutorial program. I partnered with Creative Director Danny Wang and the Product Education team on concepting and scripting a clean, Apple-style tutorial series for Customer Support, and with GoPro Fellow and Senior Creative Director Abe Kislevitz to launch the Creator Series.

The Approach

• Vertical first. I pushed for vertical video before it was standard for brand tutorials, to match where customers actually watched: on their phones.
• A new format for advanced users. We turned a tutorial from Abe's personal creator channel into the Creator Series on GoPro's YouTube channel, building the series concept and opening animation. It covers more advanced techniques than the Quick Starts.
• A library, not one-offs. Around 30 Quick Start videos across launches, so every new camera shipped with tutorials ready.

The Results

More from the program

Athlete & Partner Storytelling

Branded series made with some of the biggest names in sport: Real Madrid, the NHL and Team USA Olympic hopefuls.

The Challenge

Partner series come with a second set of stakeholders. Every shoot had to fit athletes' schedules, and every cut had to clear the partner's approval, from a global football club to the International Olympic Committee.

My Role

• Two Roads (Producer, 2016): owned the 11-episode Olympic athlete series from pitch to final delivery, including IOC approval. Booked athletes, ran budget, schedule and travel, and field-produced interviews on 3 of 11 shoots.
• Hala Madrid (Producer, 2017): managed production, budget, schedules and crew travel across Spain, Canada and the US for a branded series with Real Madrid. Episodes released on Real Madrid's Facebook as part of the launch of the platform's Watch page.
• NHL After Dark (Associate Producer, 2016): planned travel and ran schedules and shoot timing for GoPro's Media Day in Toronto with 11 NHL players, which became an 11-episode series.

The Results

More from these series