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Eat all the free food they offer
Make an organized schedule of prioritized deliverables across the team - then plan shifts for big deadlines (so people doing really late nights don’t have to come in first thing and can sleep in a bit!)
For the love of god stagger you’re tactics and make a list of priorities. Your creatives and editors can’t review/make changes to 10+ pieces at a time. Everything can’t be top priority.
Your clients are probably in hell as well. If you help keep the tactics organized and your team organized it’ll go smoother.
Oh and don’t be afraid to send a project for another round of editorial. Better going over on hours a bit than having to destroy launch materials because of a typo and reprinting them at the kinkos 10 mins away from the launch meeting hotel.
Tequila helps as well.
Make a calendar countdown and pin it near your desk. Crossing off each day is oddly rewarding and a reminder this will be over soon.
“don't flinch, don't foul, and hit the line hard”
Drugs
Level-set expectations with the client in terms of what are feasible deliverables for day 0, 15, 30 etc.
Pushback on creative starting too early—as in, specially the copy talking—don’t flow in an ISI or have PI annotations in when it’s months out.
When you’re working late encourage everyone to sit near each other to build camaraderie and also ensure nothing falls through the cracks. Be ready to on-screen and round table lots of stuff.
Remember that it will be over at some point
Make sure the person in studio building any mechanicals is dedicated to your brand launch. Big time suck if they you launch jobs are just part of the queue!
Teamwork, spare toothbrush at work, dry shampoo, camp cots.
You don’t
Vitamin B12. The sublingual from Trader Joe’s is good and inexpensive.
Caffeine is most effective when dosed at something like 1.5 oz of brewed coffee every 45 minutes, so if you’re inclined you can get surprising extra mileage out of icing a gallon of black coffee in the fridge and just carrying around a bottle, playing with the PK/PD curve.
Tbh I am not above doing the same with staggered mini-doses of short-acting Adderall (breakable tablets). You can get it legit in my city by basically throwing money at the problem, though NB I obviously don’t recommend pursuing if you don’t fit the adult AD(H)D profile, because it’s notoriously easy to fuck up with (not only the whole addiction spiral narrative, but also, just practically, if you’re purely abusing it you’ll build tolerance real quick, which nerfs it as a tool), and handling launch crunch and similar is then assistable by fine adjustments to one’s regular dosing. Yay anon social media.
So...how’d the launch go?
Become best friends with your project manager and account partner, so the staggering projects/ deliverables list/ shift schedules mentioned above actually happen in a respectful way, and so you can focus on the creative and not the process.
Or you can plan shift work and work little more than regular 8 hours but still go home and rest! Plan such a way that every 2-3 days one of the team mates gets a day off and rotate that schedule. Working 8hrs night time can still be stressful for your body.