OVERVIEW
Director, Creative Director

When you’re working with will.i.am, you don’t just list app features—you tell a story. FYI is an AI-powered productivity tool built for creatives. Our brief: show what it can do in a way that feels real, engaging, and true to the people who’d actually use it.

CONCEPT
We spotlighted three different creatives—a pair of musicians and a studio owner—capturing authentic moments from their process while subtly showcasing FYI’s features.

No stiff demos. Just real workflows: organizing moodboards, managing projects, collaborating with others. The result was branded content that taught and inspired, making FYI feel like the natural choice for anyone pushing culture forward.

RESULTS

• Delivered a relatable branded series that connected with FYI’s creative audience

• Drove strong organic engagement by prioritizing storytelling over hard-sell demos

• Reinforced FYI as the productivity tool for culture-makers