Challenge
My job was to take a product that didn't exist yet and make people care about it. Then evolve that story across three major phases as the product matured from concept, to launched feature, to expanded platform. All for an audience wary of automation threatening their expertise.
Solution
With no initial UI to show, I told a story of light emerging from darkness, AI as the guide rather than the threat. This became the foundation for the company's first AI campaign and carried across multiple ad rounds.
Evolving the Story
Phase 2 | Bridging dark and brand
Expanded Platform
Phase 3 | Scaled across the full platform
