Building Better Together: Sue Fallon on the Power of Early Collaboration
Today’s projects demand more integration than ever before. In this interview, Executive Producer Sue Fallon shares how aligning teams early, demystifying complex workflows, and building trust with clients leads to better creative and fewer surprises along the way.
AX: Many projects today involve multiple disciplines, including editorial, design, animation, VFX, and AI. How do you help align those teams so the final work feels cohesive and meets the client’s vision?
SF: Alignment has to start at the very beginning—it’s not something you patch together at the end. I get everyone together at kick off so we’re all working towards the same creative north star. That way, the departments can influence each other, and not hand work off blindly. Nobody is operating in a silo.
From there, it’s about refining and protecting the idea, and keeping everyone moving in the same direction.
AX: What role does early collaboration with clients play in setting a project up for creative success?
SF: Early collaboration is the key. It’s where you set the foundation for the entire project. Getting clients involved upfront helps clarify their vision and align expectations. It also builds trust, so when things evolve creatively, you’re not re-explaining the thinking- you’re building on it together.
AX: How do you help clients understand the creative possibilities that animation, visual effects, and AI can bring to a project?
SF: A lot of it is making the process feel less intimidating and easier to understand. I have a cheat sheet that breaks everything down into bite-sized pieces so clients know the steps and approvals needed through each phase of a project. If a client hasn’t worked on a project with animation or VFX, it can feel overwhelming. We want to make it simple so people feel confident making decisions along the way.
We’ll bring references, build style frames, and show motion tests so clients can actually see what’s possible and not just hear about it. That helps everyone react to the same idea.
AX: In your opinion, what can “make or break” a project?
SF: Not being on the same page with clients or your team is a recipe for disaster. Everyone involved should know the scope and be aligned with the workflow and timeline.
AX: What are the key indicators of strong creative alignment when starting a new partnership?
SF: Clarity and consistency. We want everyone on our team and the clients to be speaking the same language and have the same vision. That happens through a strong brief and regular check-ins.
AX: What tools or support are critical to your everyday success?
SF: Clear communication and strong producers. We have awesome specialized teams who work together all the time, so there’s a shorthand that you can’t beat. Good tracking, tight workflows, and flagging issues early also make a huge difference. Funny memes in our Slack channels also bring some levity.
AX: What type of projects are you most excited to work on this year?
SF: Projects that stretch our creative muscles are super fun. We love the chance to mix it up and use a combination of approaches. I personally would love to do some mixed media and stop motion projects this year. Work that is used in an experiential way is always a blast. It’s fulfilling to see people react in real time to something we’ve helped create.
AX: How do you balance creative ambition with practical considerations like timelines and budgets while still delivering high-quality work?
SF: Be honest early. Figure out what matters most, allocate resources there, and design a plan that supports the idea. Challenges can help you make a project better by forcing you to be nimble and make solid decisions with the client at the get-go.
AX: You are often involved in projects from start to finish. What’s your favorite part of the process?
SF: I love it all! Brainstorming is obviously really fun, but watching it all come together and seeing the final piece is so satisfying. Knowing how many people put their hearts and creativity into something is really special and what keeps me producing.
AX: Looking ahead, how do you see client needs evolving?
SF: Everything moves so fast now. Budgets are smaller and the number of deliverables is larger than ever. I think they appreciate partners who can adapt quickly without sacrificing quality or creative thinking, and who ultimately understand their brand. Trust is everything. That’s one thing that hasn’t changed.
AX: As an Executive Producer, you are naturally engaged with several teams and touchpoints. How do you replenish your social battery?
SF: I love to get outside and go for a walk or just listen to the birds. My dog Cauliflower is always a willing participant for spur-of-the-moment outdoor adventures. I spend a lot of time with family and friends, and I take a bunch of art classes. If it’s a really stressful day, you may hear some Minor Threat or Sprints on the stereo in my office.
AX: What’s a lesson you learned that has influenced your work style?
SF: Solve problems early. The longer you wait, the more expensive—creatively and financially—they become. Honesty is also key. Don’t hide a problem. Work with the client to solve it and build that trust. It’s invaluable.
AX: This year, what do you hope to see more of and less of in advertising and entertainment?
SF: It’s a cheesy word, but authenticity. We’re in an age of AI where people can’t discern what’s real. I think there’s a place for that creatively when you’re pushing boundaries, but I’m a sucker for real people telling real stories.