THE IDEA
At a time when much of the conversation around AI was driven by fear, uncertainty and predictions about replacement, we wanted Fiverr to take a clear and unexpected position. Instead of speaking to people about AI, we addressed AI directly. Published as a full-page letter in The New York Times, the campaign adopted the tone of an open invitation rather than a warning, arguing that the best future would be built through collaboration between technology and human talent.
By using one of the most traditional communication formats to discuss one of the most disruptive technologies of our time, the campaign created a striking contrast that helped the message stand out and generate significant industry conversation.
At a time when much of the conversation around AI was driven by fear, uncertainty and predictions about replacement, we wanted Fiverr to take a clear and unexpected position. Instead of speaking to people about AI, we addressed AI directly. Published as a full-page letter in The New York Times, the campaign adopted the tone of an open invitation rather than a warning, arguing that the best future would be built through collaboration between technology and human talent.
By using one of the most traditional communication formats to discuss one of the most disruptive technologies of our time, the campaign created a striking contrast that helped the message stand out and generate significant industry conversation.
MY ROLE
Led concept development and creative direction in close collaboration with Fiverr's leadership team. Worked directly with the CEO throughout the development process, helping shape the narrative, creative framing and final execution. Oversaw design, production and print implementation from concept through publication.
Led concept development and creative direction in close collaboration with Fiverr's leadership team. Worked directly with the CEO throughout the development process, helping shape the narrative, creative framing and final execution. Oversaw design, production and print implementation from concept through publication.