Credit: Creative Partner & Art Director

Work life campaign;

For Worklife, I led the creative and art direction to build a bold, character-led brand world that could scale beyond a single campaign.

I sourced and brought in the animation team, then worked closely with them on the design system from transitions and pacing to how the characters move, emote, and hold attention across formats. The goal wasn’t just “nice ads”; it was to create ownable brand IP: a consistent cast and visual language Worklife could keep using across OOH, social and film for the long term.

That character system has held up and the characters are still being used today.