Make it happen with wework
WeWork needed to shift its brand narrative to be more inclusive and appealing to enterprises and Fortune 500 companies. Working closely with my creative director, a senior art director, and brand strategists, I conceptualized and wrote the copy for a global campaign called “Make it happen with WeWork.” The idea of the campaign was to show how WeWork can make the impossible possible for even the largest of companies.
The concept and copy spoke directly to our enterprise audience’s most pressing workspace needs. By using playful questions and witty prose, each line highlighted WeWork’s hard-hitting solutions in a way that was B2B in nature but B2C in tone.
Beyond concepting the campaign, I wrote ten copy lines that brought WeWork’s solutions to life. Since each line was integral to the campaign’s visuals and illustrations, I worked closely with my senior art director to brief and guide our four freelance illustrators—blending visual design and verbal design.
The campaign was translated in 12 languages globally. As copy lead, I briefed regional marketing teams on the concept and the lines, ensuring that voice, tone, and messaging were transcreated seamlessly.