This campaign introduced monday.com’s AI capabilities in an emotional and approachable way. It built on the existing brand platform, evolving the visual language toward a more tech-focused direction while keeping work human. At the center was monday sidekick, an AI-powered assistant that helps users automate tasks, generate insights and move work forward inside the platform. The purple llama continued as a key brand character, updated to support the new AI-focused story.
The OOH campaign was designed and executed across multiple global markets, including the use of both photographed and AI-generated human visuals. The work focused on clearly communicating AI features, maintaining brand consistency while updating the visual language, adapting the campaign to different regions, and delivering at scale under tight timelines.
Created as part of my work as a Marketing Designer at monday.com.
AI you'll love to useVisual Exploration
The work began with open-ended exploration, testing a range of visual directions for OOH before a final language was defined. Different approaches to color, composition and hierarchy were explored to understand how the brand character, AI messaging and product visuals could work together at scale in public environments.
Use case Design
Each OOH asset was built around a clear, real-world AI use case.
The product visuals were designed to reflect practical workflows, ensuring the message felt grounded, credible and relevant in large-scale public environments.
Use cases were carefully matched with the headline and layout of each execution, helping maintain clarity, fast readability and a strong product presence across different formats and markets.
Final OOH Execution
The campaign rolled out across major global markets, appearing in a wide range of public environments including transit systems, stations, airports and large-scale digital networks.
In North America, the campaign launched across the NYC subway, trains and buses in Chicago, the Toronto subway and digital placements within the Uber app.
Internationally, the campaign rolled out across the London Tube, transit systems and digital networks in Singapore, including ION Orchard Link and the Changi JEWEL Digital Network, as well as airports, trams, stations and buses in Sydney and Melbourne, and metro stations in Brazil.
In several markets, the campaign used AI-generated human visuals, designed through a custom, market-aware process to ensure locally relevant representation.
Digital Assets
Alongside the OOH rollout, the campaign extended into digital touchpoints, translating the updated visual language and AI messaging across acquisition assets and supporting digital placements.
The campaign was featured in several industry publications: