THE IDEA
As AI-generated content flooded social feeds, we noticed a growing disconnect between the excitement around the technology and the actual value of the work being shared. Too often, the conversation focused on how something was made rather than whether it was any good. We responded with a deliberately provocative musical built around a simple premise: nobody cares that AI made it. What matters is the idea, the execution and the outcome. By using AI extensively throughout the production while openly challenging the obsession with the tools themselves, the campaign sparked conversation, divided opinions and positioned Fiverr as a brand willing to participate in the debate rather than simply follow it.
As AI-generated content flooded social feeds, we noticed a growing disconnect between the excitement around the technology and the actual value of the work being shared. Too often, the conversation focused on how something was made rather than whether it was any good. We responded with a deliberately provocative musical built around a simple premise: nobody cares that AI made it. What matters is the idea, the execution and the outcome. By using AI extensively throughout the production while openly challenging the obsession with the tools themselves, the campaign sparked conversation, divided opinions and positioned Fiverr as a brand willing to participate in the debate rather than simply follow it.
MY ROLE
Led concept development, copywriting and art direction from initial ideation through final production. Shaped the campaign narrative, visual direction and musical approach while collaborating closely with the director, production company, motion team and music producer. Oversaw creative development throughout the process to ensure the campaign balanced entertainment, provocation and brand relevance.
Led concept development, copywriting and art direction from initial ideation through final production. Shaped the campaign narrative, visual direction and musical approach while collaborating closely with the director, production company, motion team and music producer. Oversaw creative development throughout the process to ensure the campaign balanced entertainment, provocation and brand relevance.