BuzzFeed Animation Lab
Incubating original animated IP for the internet.
BuzzFeed Animation Lab is a creative playground for animation,
built for curiosity, collaboration, and creative risk.
Using classic narrative craft alongside modern data analysis, the Lab creates emotionally resonant stories that are made for the feed, but grounded in story.
ROLE
Production Manager
Creative Development & IP Incubation, Stakeholder Alignment, Promotional Execution, Vendor & Freelancer Management, Budget Tracking & Resource Allocation, Performance Analytics
SKILLS
Airtable, Frame.io, Excel / Google Sheets, Google Suite, Notion Slack, Figma, YouTube Analytics, Social Platform Insights
TOOLS
ROLE BREAKDOWN
As a Production Manager, I partnered with Creative Directors and Show Leads to manage animation pipelines, pitch materials, and delivery for an audience of 40M+ returning viewers.
I led the design and launch of the BuzzFeed Animation Lab website and supported strategic submissions that resulted in 40+ domestic and international awards across four shows, and coordinated industry event planning for showcases such as LightBox Expo. I worked closely across BuzzFeed’s editorial, commerce, and business teams to support partnerships tied to the Lab’s animated IP, including affiliate activations and merchandising initiatives. Acting as a bridge between creative and operational stakeholders, I collaborated daily with artists, writers, designers, and creative directors while helping translate creative projects into promotional and commercial opportunities. I also supported the Lab’s IP incubator by helping shape pitch materials, development workflows,
and launch strategies for new animated properties.
MY PROCESS
My approach at BuzzFeed Animation Lab was grounded in adaptability and curiosity.
BuzzFeed is a uniquely cross-functional environment, where creative projects intersect with editorial, commerce, and media teams. Writers, producers, and creatives across these groups often had very different workflows and communication styles, so a big part of my process was taking the time to understand how people worked and finding the balance between patience and proactive coordination.
The Head of Media Labs, Zee Myers, often brought bold and imaginative concepts to the table, which meant our team was constantly experimenting and building new processes as we went. I approached the work with a sense of openness and enthusiasm, often stepping beyond strict role boundaries to help wherever momentum was needed. On any given day I might have been testing interactive VR experiences, coordinating festival submissions, supporting website launches, or working with merchandising partners to extend the reach of our animated properties. At its core, my process was about enabling creative teams to do their best work; gathering information, communicating clearly, and building the partnerships needed to bring experimental ideas into the world.
AUDIENCE REACH
*All stats are from 2024
INSIGHTS
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During my time at BuzzFeed Animation Lab, the studio operated as an IP incubator, creating original animated worlds built for the internet. Open brainstorm sessions allowed team members to pitch ideas that could be greenlit, tested, and refined with real audiences.
At that time, the Lab developed four core animated IPs, including Emmy-nominated The Good Advice Cupcake and Streamy Award-winning The Land of Boggs. Since then, it has expanded to six original shows. Each IP is united by humor, relatability, and early audience validation before long-form development.
My role in the Lab’s incubation process focused on helping artists feel supported as they experimented with new ideas. By working closely with creative teams and promotional partners, I helped ensure that early concepts were shared, recognized, and given space to grow. This support helped build confidence for artists to take creative risks while developing new animated IP.
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During this period, BuzzFeed Animation Lab’s animated IPs evolved beyond content into creator-led brands. With tens of millions of followers across four shows, characters became recognizable digital personalities capable of hosting sponsored campaigns in playful, narrative-driven ways.
This demonstrated how animated IP could integrate naturally into affiliate ecosystems, aligning audience trust and commercial strategy without compromising creativity. In my role, I helped support this evolution by coordinating between artists, creative directors, and commerce teams to ensure these partnerships felt authentic to each show’s voice and storytelling.
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At the time, BuzzFeed Animation Lab operated across London, Los Angeles, and New York, bringing together a diverse, international team of artists and producers. The Lab offered a flexible production model, supporting both freelance and long-term contracts.
This structure enabled creative continuity while remaining adaptable to the fast-paced demands of internet-first animation. In my role, I helped coordinate communication and workflows across these distributed teams, supporting artists and creative leads while keeping production, promotional initiatives, and partnerships aligned across time zones.
“Nadia is one of the most outstanding workers to emerge from BuzzFeed. She has demonstrated initiative, intelligence, and creativity, but also she has a wonderful way of brightening up any space she’s in! Nadia has excellent communication and is extremely organized. As her manager, I really appreciated her ability to work independently.”
Elisabeth Riley, Sr Creative Project Manager at BuzzFeed