360 Global Campaign
monday Sidekick
Halfway through 2025, monday.com had a clear statement to deliver to the world: we're an AI-driven platform. At the center of it — Sidekick, an AI agent built into the platform with full context across every board and workspace. A new way to work.
Visual Concept Visual Design Remote Photoshoot Direction Strategic design leadership and hands on design
Brief
With a specific target audience in mind — C-level and directors across multiple markets: US, UK, Australia, Brazil, Singapore, and more — we had to deliver a message that felt clear, authentic, and unmistakably monday.
Creative challenge
This was a sequel campaign, built on the creative approach of the previous hero ad: a singing llama. Which created a real creative tension — launch a product, hold the brand context, show the platform, feature the llama, and tell a human story. All at once.
Creative approach
We began by setting the visual tone, which led to a deliberate creative decision: put real people at the center. The llama became a stand-in for Sidekick — a warm, slightly absurd companion. And for the first time in monday.com's brand history, that human quality translated into static formats.
Visually, we broke from the logo-driven palette. We leaned into the brand's leading purple while embedding the Sidekick gradients. The result felt like a continuation, not a reset. The messaging structure was built around a clear, rhythmic value framework — tailored per use case and audience, delivering sharp product value while keeping the human at the center.
AI & Production
We explored AI-generated imagery extensively in early production. When it didn't feel organic enough for the hero assets, we made the call to shoot with real people — prioritizing authenticity over efficiency. For localization across markets, AI tools proved invaluable, letting us adapt creative quickly and at scale without sacrificing visual consistency.
Execution
A full top-of-funnel rollout — OOH across cities, airports, and strategic locations worldwide, event signage, acquisition ads, landing pages, organic social, community, and PR. Built together with a cross-functional team of designers, creatives, content, product, video, motion, production, and media partners.
Scale & Results
The campaign delivered measurable impact on brand health: +39% YoY growth in branded search impressions (803K → 1.12M), and an 18% YoY drop in cost per visit ($505 → $416). Stronger brand recall, lower acquisition cost.
Data source: AdWords Brand, Sept–Oct 2025