I’ve been experimenting with co-creation sessions where we bring together Russian and US creators to ideate UGC together in real-time. The theory is beautiful: different perspectives, richer ideas, more authentic output.
The reality is messier. Time zones are pain. Communication gaps create misunderstandings. Creative direction gets diluted because everyone has a different vision of what “viral” means. We’ve had sessions where we start with a clear brief and exit three hours later with five different interpretations of what we should build.
But when it does work (and it has, a few times), the output is genuinely better than what I’d get from a single creator. The ideas are more nuanced, they bridge both markets more naturally, and creators seem more invested because they had a hand in shaping the concept.
I’m trying to figure out: Is co-creation actually scalable, or is it just a novelty that works great in small batches but falls apart once you try to systematize it? What’s your experience? Have you found a format or process that makes collaboration productive without turning it into a creative free-for-all?