As Highdive’s head of production, Jen Passaniti has shown remarkable leadership in growing the agency’s capabilities, shepherding new talent and, of course, leading culturally resonant work.

With Passaniti at the helm, Highdive produced a diverse range of advertising, including some of the most memorable work for the 2022 Super Bowl. Her team was behind Rocket Mortgage’s Ad Meter-topping spot featuring Anna Kendrick as the voice of reason in a Barbie Dream House bidding war.

But Passaniti led more than just big TV creative. For the launch of new whiskey brand Hardin’s Creek from Suntory—parent company of Jim Beam—Highdive launched an extensive social campaign. And the agency erected a storefront for Airheads that allowed visitors to trade fake money for real items, including headphones, decor and candy.

Passaniti’s greatest accomplishment that set her apart as Agency Head of Production of the Year, however, was her work within Highdive. Under her lead, the agency’s production department grew 30% in 2022, and she expanded its in-house production studio, 1986, which she launched in 2020. By the end of last year, it reached 75 independent contractors working remotely around the U.S.

Creating opportunities for the next generation of talent is also a mission of Passaniti’s. In 2022, she was a mentor with initiatives ranging from Ad Age’s The List to the Commercial Directors Diversity Program, which saw her mentee leave the program having directed an ad for Lay’s.

“Jen manages to strike a perfect balance of championing the creative and advocating for her vendors,” wrote Heather Richardson, executive producer at Cutters, in Highdive’s Creativity Awards entry for Passaniti. “She’s considerate, diplomatic and a great mentor to her production team.”

See all the 2023 Ad Age Creativity Awards winners.