Brief

Translate Asana’s “Tame Your Work Worries” campaign into out-of-home advertising that could succeed without film or motion. I was brought in as a creative consultant to help redirect the OOH execution toward a clearer, more premium interpretation of the campaign idea.

Development

Early OOH concepts relied on isolated characters and explicit product framing, which weakened the emotional punch of the idea. I worked with the team to workshop and mock up a direction that showed work worries interrupting dinner, happy hour, travel, and nights at the theater, letting context do the storytelling.

Final

The finished OOH executions relied on placement, restraint, and tone rather than explanation. By showing work worries intruding on moments meant for living, the campaign trusted the audience to get the joke and made escaping work worries feel immediate and human.