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.
Phase 1 · The Teaser
Built for DevLearn, the industry's biggest learning event, where the hall was a sea of light gradient booths. I went dark on purpose. Luminous accents on a dark palette made the teaser impossible to walk past. The concept grew Articulate's line art into a story of light emerging from darkness, with AI lighting the path from tedious manual work to strategic, creative focus. With no product flows to demonstrate, the visuals had to carry the outcome on their own.
Phase 2 · Product Launch
Phase 2 | Bridging dark and brand
A year later the product was real, so I brought the look back to the light, airy aesthetic Articulate is known for. The story shifted to showing the tool in action, with AI framed as a companion, not a replacement. You are still the art director, the editor in chief, the decision maker. AI handles the first draft, you refine, approve, and direct. I evolved the color into blue and purple gradients to bridge the teaser with Articulate's brand, alternating dark typographic beats with light UI sequences to build rhythm.
Phase 3 · Expansion
Phase 3 | Scaled across the full platform
By Phase 3 the motion language was locked. The Course Draft Generator needed something different on top of it: speed without losing trust. I worked from our established curves but made deliberate choices about where to cut scenes, pulling out at different moments in the same easing arc to give each piece punch while every transition still felt familiar. Speed inside the brand, not against it.