This campaign focused on the chaos of keeping up with constantly evolving AI-driven products and training needs. Using the punchline “— Said no one ever,” the concept paired sarcastic, relatable statements with bold typography and expressive “pained laugh” visuals to reflect the pressure sales enablement and customer support teams face today. The goal was to create an immediate sense of recognition while positioning Articulate as a faster, more flexible alternative to traditional training methods that can’t keep up with rapid product changes.

My role was to take the campaign concept and design toolkit created by the lead designer and turn it into a full multi-channel ad campaign. I created 168 unique ad variations across four funnel stages: Awareness, Demand Generation, Engagement, and Demo campaigns. I worked closely with a small team that included a copywriter for tailored messaging and a motion designer for the demo ads, adapting the system across different social media formats while keeping the campaign visually consistent and scalable.