WeWork: Spatial & lifestyle storytelling

Role: Creative Director / Editorial Lead / Art Director

Deliverables: Editorial Lookbook, Architectural & Lifestyle Photography Direction, Cinematic Aerials & Interior Fly-Throughs

The magic of WeWork’s brand is in its spaces and community. It’s something you feel as soon as you enter its doors. But how do you capture that magic and bring it to life across marketing and sales materials? Through editorial writing, art direction, and creative direction, I developed a series of brand assets that spanned the mediums of print, photography, and video that aimed to immerse customers into the WeWork experience—before even stepping foot in a building.

design ethos book

The global marketing team wanted to create a design ethos lookbook that put a spotlight on WeWork’s spaces. As the copy lead on the project, I created an editorial narrative that focused on the intention behind our designs—touching on WeWork’s lofty workplace philosophy while staying grounded in concrete business goals. I worked closely with a designer and photographer to storyboard the book and wrote its 80 pages of content from cover to cover. The design ethos lookbook has since been translated and distributed globally, becoming one of the company’s most compelling leave-behind assets.

lifestyle & architectural photography

As Creative Director, I identified a gap in WeWork’s brand assets. Although WeWork had a wealth of interior photography, none of them were “activated” with people. To bring these empty interiors to life, I worked in partnership with my photo producer to produce several shoots spanning from Atlanta to Chicago, New York, and London. I art directed the shoots, choosing photographers, locations, and shot lists, briefing creative partners, casting models, and being on set to direct models and creative talent. The result was a wave of much-needed photo assets that captured WeWork’s spirit of entrepreneurship, inspiration, and community while also showcasing the beauty of its interiors.

cinematic fly-throughs

As WeWork began to shift its marketing to target enterprises, it needed to shake off the perception that its office locations were only for freelancers and startups. To change this, I worked closely with our property marketing team to understand how more traditional commercial real estate companies showcase their properties to heads of real estate. One asset that continually showed up was aerial drone videos that not only showcased the building’s architecture, but also showcased its exact city location, size, and scale—key deciding factors for this audience. As associate creative director, I identified an agency partner that specialized in fly-through drone videos and created a robust style guide with shot lists, treatment notes, and visual references. Once we had this, we were able to quickly scale this creative initiative, filming dozens of our enterprise-grade locations around the world. These cinematic fly-through videos lived on our website’s property pages and YouTube and were used extensively by enterprise sales teams.