The X Principles of Collaboration
Unexpected, purposeful and valuable collaborations is where magic happens. So, here’s a few tricks for budding magicians…
In my career to date, I’ve been fortunate to have taken hundreds of highly-collaborative marketing projects from concept to activation on behalf of brands such as Star Wars, the LEGO Group, Pixar, Marvel, Ubisoft & more.
These projects are intended to surprise, thrill and inspire discussion from fans & followers of both parties. And they’ve regularly resulted in national and international news coverage, social trends and tens-of-millions-worth of Earned media.
Whether collaborating with content creators, photographers, musicians, artists or partnering with other like-minded brands (F1, Fortnite, Warner Bros, Fender …to name a few), I’ve always adhered to a set of principles for collaborative work.
Over the years, these principles have helped ensure ambitious collaborations have delivered the most impactful, creative and engaging output from all parties, while ensuring collaborators are respected, supported and, ultimately, empowered to make their mark.
As some bloke called Aristotle once said, the whole is greater than the sum of its parts…
Mutual Respect & Trust
As we’ve learnt from all good cop shows… if you don’t trust them, you’re working with the wrong partner.
trust them as an artist. Brief in a way that sets the playing field markers, communicates expectations(?) but leaves more than enough space for them to do their thing. After all, that’s why you’re working with them, right?
Balance
Not always 50/50
Shared Purpose
Reach or content? Reach and content?
Honest Communication
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Inspi
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
VENN DIAGRAM: brand / MAGIC / collaborator