When the doors open to NAB Show 2025 in Las Vegas, the buzz on the show floor will be louder than ever — but one name is already rising above the noise: PRODUCER.

Once a grassroots production tool built by creators for creators, PRODUCER is now poised to redefine how content is made, managed, and delivered across the globe. With a pair of industry-shifting announcements — a strategic partnership with cloud workstation pioneer CREE8, and a major enterprise rollout with Europe’s fashion tech titan Zalando — the platform has firmly planted its flag in the future of media infrastructure.

As the world’s biggest broadcast and media show gets underway, PRODUCER isn’t just launching features. It’s launching a movement.

From Storytellers to Infrastructure Builders

The journey of PRODUCER begins far from the neon lights of Las Vegas. Born in the trenches of independent filmmaking and fast-paced creative teams, PRODUCER was built out of necessity — a solution for chaotic spreadsheets, mismatched tools, and bottlenecks that plagued traditional production workflows.

But what started as a scrappy platform for organizing shoots and managing assets soon began to catch the attention of the industry’s heavyweights. What if this tool could go beyond indie sets and startup studios — and become the connective tissue for global content production?

“The pain points are the same whether you’re a YouTuber or a broadcast network,” says Xaver Walser, Co-Founder and CEO of PRODUCER. “We’ve always believed that every creative deserves a clean, intuitive workspace that works the way they do. That belief hasn’t changed. What’s changed is the scale.”

The CREE8 Convergence

Enter CREE8, the breakout end-to-end cloud workspace designed for creatives solving a different, but deeply connected problem: remote, high-performance editing and storage.

At NAB Show 2025, the two companies are announcing a strategic partnership that instantly redefines what a modern production pipeline can look like.

PRODUCER’s front-end creative project tools will now connect directly to CREE8’s cutting-edge collaboration tools, cloud storage, and pre-configured workstations, enabling creators to move from idea to final export — all in the cloud, without downloads, transfers, or local hardware constraints. It’s not just a product integration. It’s an end-to-end creative operating system.

“This partnership represents a paradigm shift,” says Lisa M. Watts, Co-Founder & CEO of CREE8. “We’re not just reducing friction — we’re rewriting the rules of post-production. We’re building the infrastructure creative teams will rely on for the next decade.”

Key features of the integration include:

• Instant spin-up of GPU-powered remote edit bays via CREE8
• Real-time metadata syncing between PRODUCER & CREE8 storage
• Automated project delivery from edit to distribution
• Secure, enterprise-ready cloud workflows (SOC2 & TPN compliant)

Together, the two platforms are creating what many at NAB are already calling the “new standard” for distributed content production.

Zalando: Fashion’s Content Engine Gets an Upgrade

If the CREE8 partnership was a technological leap, PRODUCER’s second major NAB announcement is a validation of its enterprise ambitions.

Zalando, Europe’s fashion e-commerce leader, has chosen PRODUCER to power its in-house media operations — a sprawling, always-on production ecosystem generating everything from fashion campaigns to social media videos at scale.

For years, Zalando struggled with disconnected tools like Asana and Google Docs, which were never built for the pace and complexity of production. “They needed more than project management,” says a member of the PRODUCER team who joined them on a live shoot in Berlin. “They needed a creative command center.”

Now, Zalando’s content teams can:

• Coordinate dozens of productions simultaneously
• Use smart templates to accelerate campaign rollouts
• Track reviews, approvals, and edits in real time
• Operate fully in the cloud via Microsoft Azure

It’s a strategic bet on scalability and speed — but also on the people behind the tools. “PRODUCER doesn’t just serve creators,” said one Zalando team lead. “They are creators. That makes all the difference.”

The Bigger Picture: A Platform, Not Just a Product

Beyond the press releases and product demos, what PRODUCER is building is something rarer in the tech world: trust. The platform isn’t chasing trends — it’s solving real, human problems across an industry undergoing massive transformation.

And that trust is fueling rapid adoption. From Netflix alumni to solo documentarians, from global fashion brands to boutique post houses, PRODUCER is becoming the default way to move creative projects forward.

Backed by Microsoft Azure and now connected to the most powerful cloud workstations in the business, the platform is crossing a new threshold: not just managing creative collaboration — but powering it at an enterprise level.

What’s Next for PRODUCER and CREE8?

As PRODUCER and CREE8 demo their new partnership at Booth #SL9823J in the Creator Lab, the path forward is clear: seamless, scalable, cloud-first collaboration.

With the spotlight of NAB shining bright, PRODUCER is doing what it does best — letting creators focus on the story, not the software.

“We never wanted to be the loudest voice in the room,” says Walser. “We just wanted to build the best tool for creative people. But now… the room’s listening.”