The future has never been predictable, but the word “uncertainty” found new meaning in 2024. With AI and LLMs finding their way into every industry, both Upwork’s B2B clients and freelancers were struggling to navigate the new job market.
Upwork had spent years developing ways to integrate AI, and were poised to launch their first global GTM marketing campaign ever. The in-house creative team was tasked with developing a new campaign and unique design system that better represents the new platform.
As creative leads, my partner and I led the development of the full campaign from concept and overall art direction all the way to the 3D animation and B2B content.
The brand then ran a massive surround sound campaign with Glow Life and Slow Life influencers, and followed up with a lush pop-up event in NYC. The 360 campaign truly showcased how Vaseline can fit into everyone’s glow or slow lives, with the hero product selling out on Amazon for weeks.
Role : Creative Director
Agency: VML New York