WORLD
WORLD
By October 2024, Worldcoin had 1 in 3 people in Buenos Aires as a user. The project was well on its way to deliver on its slogan, which was: for every human. The technology was built with the goal of being available to every person so that every person could benefit from the adunbance of AI. It was clear “Worldcoin” was too limiting. The project would now be known as World.
That rebranding was primarily led by the Marketing team (which now boasted all of 5 people) and the big announcement was made at the first-ever livestream keynote event for the company. The keynote speakers were the project co-founders, Sam Altman and Alex Blania, and the setting was a hangar-like warehouse in the Mission District of San Francisco. Tens of thousands watched across the globe online as 500 people watched in person at the event.
I spearheaded the design & content of the entire keynote presentation, as well as the production for all video content shown, and a digital art activation with a physical print production extension which saw nearly 10K unique claims in the few days it was live.
By this point, my role had evolved away from day-to-day marketing and more into integrated production of high-profile projects and events.
Some additional work examples below.
Manifesto
For the keynote event, we wanted a manifesto film which would close out the show. We wanted something which would anchor us back to the core mission: accelerate humanity. We partnered with editor Owen Oppenhemier and his team at Cut + Run NY.
Responsibilities: scripting, project management, production support, asset licesing
Collaborations
Echoing our mission to accelarate humanity, it was important for Marketing to collaborate and amplify the creativity and work of humans (rather than rely on AI). For this specific collaboration we worked with Danish artist Jonas Hollerup Helle who uses AI tools for enhance his very human sense of humor and editorial skills.
Responsibilities: ideation, partnership development, production supervision, project management, budgeting
Campaigns
The World project is private by design but this fact was somehow getting lost in the online chatter. So we needed a simple message that could resonate with a global audience. We created a series of 10 vignettes which highlighted the absurdity of how much everyone else know about you in comparison to World.
Responsibilities: scripting, production supervision, project management, budgeting, global asset localization
Launches
The goal of the project is to have a footprint across the globe. So it is important for us to document our market launches and share back on social media as a way to celebrate our arrival, excite the local community, and drive hype and anticipation for our global community.
Responsibilities: line production, project management, talent scouting, budgeting