How Asana takes creative production briefs from one week to same-day execution with AI teammates

When Aubrey Rogers, Head of Creative Operations & Production at Asana, kicks off a new creative campaign, she doesn’t start with execution. First, she needs to understand what’s happening and why. This often means a team kickoff, go-to-market decks, and streams of back-and-forth conversations happening on multiple platforms.

In theory, Rogers should have everything she needs after kickoff. She’s defined the strategy and aligned stakeholders. But in reality, that’s not all the pieces she needs to start the work.

That’s because the details needed to execute, like deliverables, timelines, and ownership, are still scattered across those other decks, transcripts, and conversations. Work effectively stalls until that information is structured into a clear brief.

It’s funny, people think campaign work starts at creative kickoff, but a lot of the delays happen way earlier.”

Does creating a brief need to be so time-consuming?

Aubrey’s role is to bridge the gap between incoming information and actionable work. She takes strategy from across teams and translates it into something the creative team can act on immediately in the form of a creative brief. That process is critical, but it can also be time-consuming.

Traditionally, it means pulling information from multiple sources, following up with stakeholders, and validating that everything is accurate and complete. It can take days just to get to a usable starting point.

For years, that’s how producers like Aubrey worked. But advances in AI—like Asana’s AI Teammates—have changed that. Now, they can automate tedious, manual tasks and focus on the creative pieces of work they love.

How AI Teammates transformed Asana creative production

To move faster, Aubrey built her workflow around an AI Teammate that works alongside her team inside Asana.

Instead of starting from a blank page, she assigns the AI teammate a task with the inputs from kickoff. From there, the AI teammate takes on the work of turning that information into a structured brief.

Here’s how it works:

Step 1: Take in and understand all context and inputs

Aubrey created the AI teammate and provided it with all the context it needs to do the work, things like our brand voice and tone guide and the structured template she wants the brief formatted in. She then assigns the teammate a task with the kickoff transcript, go-to-market deck, and any other conversations or relevant Asana tasks. As it works, the teammate can pull from past campaigns, templates, and team goals to understand how to structure its output.

Step 2: Organize information and generate a structured brief

Using the team’s creative brief template, the AI Teammate maps the unstructured inputs into a format the team already uses. The teammate creates a full draft of the brief, including messaging, deliverables, channels, and key milestones. 

Step 3: Flag gaps and missing details

As it builds the brief, the AI teammate actively flags what’s missing, things like undefined KPIs or incomplete timelines. It then assigns follow-ups to the right stakeholders, tagging them directly in the project and prompting them to add the missing details. Because the teammate operates at the team level, not just for Aubrey, anyone involved in the campaign can interact with it, contribute context, and respond to its requests. The result is a shared, continuously improving brief where gaps are addressed early, before they slow down execution.

Step 4: Deliver a ready-to-use brief

The final result is a structured, actionable brief. In this case, a fully complete Google doc, with everything filled in for the team to get started. 

From scattered inputs to clear action

What used to live across conversations and documents is now captured in a single source of truth. Instead of chasing down details, Aubrey can focus on refining the work and moving it forward.

For Aubrey, the biggest change is how quickly work can start.

What used to take a week of coordination now happens in minutes. Teams can move directly from planning into production, without losing momentum. That shift increases capacity across the team and reduces delays across every campaign.

This is the difference between having a kickoff call and having the brief actually available for us to start working that day.”

Bringing momentum into every project

Using an AI Teammate has changed more than just one step in the process for Aubrey and team–it’s completely changed how their work moves forward.

Instead of pausing after kickoff to assemble information, her team can confidently move forward  with the work. They spend less time gathering inputs and more time executing.

That’s what makes the difference between a plan and progress.