made at wework
From food startups to design agencies, AI-powered platforms to environmental nonprofits, WeWork’s community of members are at the heart of its brand. As Creative Director, I led my team to concept and develop Made at WeWork, a fully-integrated campaign that put a spotlight on the diverse member companies that call WeWork home. By telling their unique stories, our team was able to tell the WeWork story—showing the world that big ideas, hard work, growth, and innovation are all made at WeWork.
What began as a grassroots idea from our creative team, grew into a full-blown 360 marketing campaign—complete with paid advertising, global events, an editorial hub, and more. As Creative Director, I oversaw Made at WeWork from inception to delivery, from selecting members to developing interviews and scripts, directing shoots, and guiding the design and copy of all marketing materials.
Our team chose members that showcased the wide range of small and medium-sized businesses at WeWork. Additionally, we collaborated closely with our marketing partners to choose members that not only embodied the WeWork brand but also exemplified the company’s unique value propositions. Working with JOAN Studios as our production partner, we documented and filmed the stories of eight WeWork members from across New York and London.