Hey, they took our creative!
THE IDEA
As anxiety around AI and employment reached new highs, we wanted to engage directly with one of the most emotionally charged conversations in the industry. The campaign centered on a bold statement, “AI Took My Job,” paired with a subtle but transformative continuation: “to the next level.”
By reframing a widely feared narrative into a story of empowerment and growth, the campaign highlighted the role of AI as a force multiplier for skilled professionals. Its simplicity allowed the message to travel quickly, generating both support and criticism while establishing Fiverr as a brand with a clear point of view in the AI era. This campaign was soon to be copied by other brands that wanted the same for their selves.
As anxiety around AI and employment reached new highs, we wanted to engage directly with one of the most emotionally charged conversations in the industry. The campaign centered on a bold statement, “AI Took My Job,” paired with a subtle but transformative continuation: “to the next level.”
By reframing a widely feared narrative into a story of empowerment and growth, the campaign highlighted the role of AI as a force multiplier for skilled professionals. Its simplicity allowed the message to travel quickly, generating both support and criticism while establishing Fiverr as a brand with a clear point of view in the AI era. This campaign was soon to be copied by other brands that wanted the same for their selves.
MY ROLE
Led concept development, copywriting and art direction for the campaign. Defined the creative approach and collaborated with Fiverr’s internal design team to develop a visually minimal yet highly impactful campaign system designed to maximize visibility, discussion and cultural relevance.
Led concept development, copywriting and art direction for the campaign. Defined the creative approach and collaborated with Fiverr’s internal design team to develop a visually minimal yet highly impactful campaign system designed to maximize visibility, discussion and cultural relevance.