Role: Creative Director, Director

OVERVIEW

FYI is an AI productivity platform built for creative people. Rather than making another product demo, we set out to show how the platform naturally fits into the creative process. Working alongside will.i.am, we created a series that felt less like advertising and more like a window into how people actually make things.

CONCEPT

We followed three different creatives, including a pair of musicians and a studio owner, as they worked through real projects. Instead of stopping to explain every feature, we let the product become part of the story.