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WeWork Upgrades Businesses for the New Normal in 'That's How Tomorrow Works'

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VaynerMedia's first campaign for WeWork answers questions of uncertainty on the return to the office

WeWork Upgrades Businesses for the New Normal in 'That's How Tomorrow Works'

As companies around the world begin to slowly and methodically return to their headquarters, many still question how it will work. How can an office prioritise health and safety for thousands of employees? Where can we find move-in ready workspaces available as soon as next week? Who can help us navigate an undeniably changing business landscape? 

To establish this important role, WeWork launched a new global brand campaign titled ‘That’s How Tomorrow Works.’ The sixty-second video follows businesspeople from around the world as they commute back to work for the first time since being quarantined. The voiceover poses questions of uncertainty on people’s minds, which are answered through visuals reflecting WeWork’s vision for tomorrow and evolving business model - upgraded health and safety measures, inspiring and collaborative spaces, and flexible offerings like reduced upfront costs or access to multiple office locations within a single city - bringing hope and inspiration to the viewer. The film wraps with a single message - that with all it provides, WeWork can show companies how to transition from what no longer works, to what will.  

The campaign, which is the first work from WeWork’s creative agency VaynerMedia, debuts in the USA and EMEA on September 8th and in LATAM later in the month. It includes OTT, OLV as well as a robust social campaign. Additional campaign elements include digital OOH in key cities across the US market along with high impact placements for both New York City and Los Angeles starting on 9/15 and running into October. 

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Agency: VaynerMedia

Client: WeWork

Chief Creative Officer: Rob Lenois

Group Creative Director: Kyle Arango

Creative Director: Clarence Bradley

Associate Creative Director: Jamie Shin

Associate Creative Director: Evan Elberson

Senior Art Director: Ricardo Burneo

Senior Copywriter: Lee Lawrence

Art Director: Stephanie Koop

Chief Strategy Officer: Wanda Pogue

Vice President, Strategy: Jason Chan

Chief Production Officer: Aaron Kovan

Producer: Madison Mavis

VP, Business Affairs: Jaymie Lipman

Business Affairs Manager: Jessica Cohn

Project Manager: David Brody

Executive Vice President: Lisa Buckley

Account Director: Mike Violette

Senior Account Executive: Evan Ketai

Brand Partners

Chief Marketing Officer: Roger Solé

Vice President, Brand: Michael Fitzsimmons

Senior Strategy Director, Brand: Nick Buckley

Director, Product: Justin Shu

Creative Director, Brand: Marissa Neal

Sr. Creative Operations Manager: Kerry McConnell

Producer: Cameron Femino

Producer: Alex Johnston

Senior Copywriter: David Corpuz

Production Partners

Production Company: Blink

Director: Daniel Draddy

Producer: Chelsea Moynehan


Editorial Company: VaynerProductions

Executive Producer: Laura Shea

Senior Post Producer: Naina Pomerantz

Editor: Dave Conte

Editor: Jake Zimet

Assistant Editor: Sydney Cannuscio

Assistant Editor: Haley Insley

Colorist: Jamie O’Bradovich, Company3

Audio Mixer: TJ Dumser

VFX Supervisor: Sydney Daugherty

Flame Artist: Jason Ortenberg

Production Coordinator: Brad Cain

Director of Technology: Kyle Doris

Music Partner

Music Company: duotone audio group

Executive Creative Director: Peter Nashel

Arranger: James Beer

Executive Producer: Ross Hopman

Music Supervisor: David Leinheardt

Producer: Gio Lobato

Genres: Dialogue, People

VaynerMedia, Tue, 08 Sep 2020 14:38:18 GMT