made at wework
Role: Creative Director / Brand Strategist / Campaign Lead
Deliverables: Member Storytelling Platform, Integrated Brand Campaign, Multi-Format Content Engine
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.
Editorial member features
For organic social channels, we created more emotive, story-driven narratives that spoke more to the mission of our members and what they have achieved and made at WeWork.
video ads: social & ctv
In addition to editorial videos for our owned channels (social, website, and blog), we created versions of the videos that were hard-hitting ads. These videos were 30-seconds each and highlighted different benefits of WeWork through the unique stories of our members. Although the narratives were more sales-driven and WeWork-focused, they maintained the human voice of our members as well as the uplifting spirit of the campaign.
Franklyn, a Brooklyn-based creative agency, brought to life WeWork’s range of spaces for different work styles and how it brings their team together in person.
London-based startup, Treeapp, showcased WeWork’s turnkey office solutions and how this helped them quickly scale and grow their business.
global scale, local storIES
Made at WeWork was so successful that regional teams wanted to scale the campaign in their respective markets. Based on my experience art directing the shoots in New York and London and overseeing the creation of marketing assets, I developed a playbook that provided guidance on everything from casting members, interview questions and script narratives, shooting styles, and editing treatments. The result was a global story of our members with a local, on-brand spirit.
WeWork Latin America was the first regional partner to produce the storytelling campaign with their members. This is a compilation video of their Brazilian members.