Dream Teams: Pixar’s Jen Tan and Jenn Zaccaro

Jen, Jenn, it’s great to connect! To kick us off, what is the key to establishing a cohesive collaborative relationship between the commercial and creative teams at a licensor?
Jen Tan, Creative Director, Consumer Products, Pixar: At Pixar, our teams work to extend the world and stories of our films beyond the screen and to do so, preserving the integrity of our characters and their stories is key. Therefore, transparency and consistent, continuous communication is crucial. Though both teams serve different functions, we should be working together towards the same ultimate goal. When we work on projects together, we try our best to stay aligned and consistent… And, of course, there is always room for a little creative nudging from each side. We always welcome feedback and additional points of view, as we want to be as collaborative as possible.

Jenn Zaccaro, Director of Marketing & Franchise, Pixar: Yes, communication! It’s crucial for both teams to clearly communicate and be aware of the individual needs, considerations and unique nuances of the other team. Without a strong relationship between them, based primarily on open communication along with an outcome-focused approach, the end product won’t be as strong as it could have been with it.

And do you find creatives have useful insights that can impact commercial strategy, in much the same way that commercial folks can have ideas about effective creative?
Jenn Zaccaro: Yes. Absolutely. While commercial strategy is often informed by data, trends and insights, creativity takes into consideration emotional connection and gut instinct – two things that sometimes don’t come through on paper. Working hand-in-hand and involving creatives in strategic planning often reveals ideas that may not have been presented otherwise and that can ultimately deepen the experience for the consumer.

Jen Tan: A strategy can be developed with just one perspective, but I think a successful and bold strategy must take into account both creative and commercial insights. Commercial insights are based on important metrics around what has or hasn’t worked, learning and moving forward, taking into account risks. Creative insights can lean more into potential that likely includes taking more risks and a – sometimes big – leap of faith in our brand, our stories, our characters… But honestly, these worlds overlap more often than not here at Pixar!

Is there a recent launch you would point to as being a particularly good example of the benefits of commercial and creative teams working in lockstep?
Jen Tan: A few years ago, the Disney Consumer Products teams in Asia proposed a program that took the fluffiest characters from our films – Sulley, Red Panda Mei, Ducky & Bunny, Lotso, Buttercup and more – and created a collection called Fluffy Festival, creating a new theme and aesthetic that has worked so well that it has continued to expand year after year as well as into other regions. From there, they also did a Puffy Happiness and Sweet Dreams collection and I’m sure there’s more to come! In this case, the commercial and creative teams in Asia collaborated to pitch this idea to us and both Jenn’s team and my team loved it! It was fresh, new and a unique spin on Pixar.

Jenn Zaccaro: This year marks 30 years since Toy Story hit theatres, launching a massive global franchise. To commemorate the anniversary, we’ve worked with multiple creative and commercial teams across Pixar and Disney to develop art, programs and campaigns that celebrate the stories and characters in authentic ways. From custom retail creative and product packaging, to fun Toy Story 30th themed offerings in parks, to unique experiences around the world like mall tours and floats, each was made better through strong relationships.