As Creative Lead, I oversaw the creative rollout of monday.com's Future of Work campaign for World Business Forum Sydney – spanning pre-event marketing, digital communications, event creative, and a 6×6m experiential activation designed to engage 1,500 senior business leaders.
YEAR
2025
ROLE
Creative Lead
SERVICES
Creative Direction
Campaign Strategy
Experiential Design
Cross-Functional Team Leadership
Pre-Event Marketing
Digital Communications
Give monday.com a distinct, ownable presence at World Business Forum Sydney, a forum where every attending brand was competing for the same senior audience. The challenge wasn't just visibility; it was reinforcing monday.com's positioning as the AI work platform, not just another conference sponsor.
The idea was to extend the Future of Work theme into something tactile and shareable, rather than a standard booth presence. That took shape as an interactive 6×6m activation where visitors personalised travel-inspired accessories, giving attendees something physical to walk away with, not just a brochure or a scanned badge. Alongside the activation, monday.com hosted an exclusive leadership lunch featuring Olympic medallist Michael Phelps, reinforcing the brand's connection to ambitious leaders navigating change.
I led creative direction across every touchpoint, from pre-event marketing, onsite event creative through to the physical activation – working across creative, marketing, events, and production teams to keep a single campaign direction consistent throughout. A core part of the execution was managing the practical tension between monday.com's global brand system and the specifics of a local, high-stakes executive audience: adapting without diluting.
WOBI didn't exist in isolation – it sat within a broader, ongoing presence-building effort for monday.com in the Sydney market:
Sidekick OOH campaign
Leveraged to further embed AI positioning at the centre of the campaign, re-introducing monday.com to the market as an AI platform ahead of and alongside the WOBI activation. This campaign built on momentum from monday.com's earlier Sydney OOH presence, giving WOBI a market that already recognised the brand.
JackAdder partnership (Darwin)
The continuity of presence established through WOBI led to a follow-on OOH partnership, extending the campaign's reach beyond Sydney.
As Creative Lead, I oversaw the creative rollout of monday.com's Future of Work campaign for World Business Forum Sydney – spanning pre-event marketing, digital communications, event creative, and a 6×6m experiential activation designed to engage 1,500 senior business leaders.
YEAR
2025
ROLE
Creative Lead
SERVICES
Creative Direction
Campaign Strategy
Experiential Design
Cross-Functional Team Leadership
Pre-Event Marketing
Digital Communications
Give monday.com a distinct, ownable presence at World Business Forum Sydney, a forum where every attending brand was competing for the same senior audience. The challenge wasn't just visibility; it was reinforcing monday.com's positioning as the AI work platform, not just another conference sponsor.
The idea was to extend the Future of Work theme into something tactile and shareable, rather than a standard booth presence. That took shape as an interactive 6×6m activation where visitors personalised travel-inspired accessories, giving attendees something physical to walk away with, not just a brochure or a scanned badge. Alongside the activation, monday.com hosted an exclusive leadership lunch featuring Olympic medallist Michael Phelps, reinforcing the brand's connection to ambitious leaders navigating change.
I led creative direction across every touchpoint, from pre-event marketing, onsite event creative through to the physical activation – working across creative, marketing, events, and production teams to keep a single campaign direction consistent throughout. A core part of the execution was managing the practical tension between monday.com's global brand system and the specifics of a local, high-stakes executive audience: adapting without diluting.
WOBI didn't exist in isolation – it sat within a broader, ongoing presence-building effort for monday.com in the Sydney market:
Sidekick OOH campaign
Leveraged to further embed AI positioning at the centre of the campaign, re-introducing monday.com to the market as an AI platform ahead of and alongside the WOBI activation. This campaign built on momentum from monday.com's earlier Sydney OOH presence, giving WOBI a market that already recognised the brand.
JackAdder partnership (Darwin)
The continuity of presence established through WOBI led to a follow-on OOH partnership, extending the campaign's reach beyond Sydney.
As Creative Lead, I oversaw the creative rollout of monday.com's Future of Work campaign for World Business Forum Sydney – spanning pre-event marketing, digital communications, event creative, and a 6×6m experiential activation designed to engage 1,500 senior business leaders.
YEAR
2025
ROLE
Creative Lead
SERVICES
Creative Direction
Campaign Strategy
Experiential Design
Cross-Functional Team Leadership
Pre-Event Marketing
Digital Communications
Give monday.com a distinct, ownable presence at World Business Forum Sydney, a forum where every attending brand was competing for the same senior audience. The challenge wasn't just visibility; it was reinforcing monday.com's positioning as the AI work platform, not just another conference sponsor.
The idea was to extend the Future of Work theme into something tactile and shareable, rather than a standard booth presence. That took shape as an interactive 6×6m activation where visitors personalised travel-inspired accessories, giving attendees something physical to walk away with, not just a brochure or a scanned badge. Alongside the activation, monday.com hosted an exclusive leadership lunch featuring Olympic medallist Michael Phelps, reinforcing the brand's connection to ambitious leaders navigating change.
I led creative direction across every touchpoint, from pre-event marketing, onsite event creative through to the physical activation – working across creative, marketing, events, and production teams to keep a single campaign direction consistent throughout. A core part of the execution was managing the practical tension between monday.com's global brand system and the specifics of a local, high-stakes executive audience: adapting without diluting.
WOBI didn't exist in isolation – it sat within a broader, ongoing presence-building effort for monday.com in the Sydney market:
Sidekick OOH campaign
Leveraged to further embed AI positioning at the centre of the campaign, re-introducing monday.com to the market as an AI platform ahead of and alongside the WOBI activation. This campaign built on momentum from monday.com's earlier Sydney OOH presence, giving WOBI a market that already recognised the brand.
JackAdder partnership (Darwin)
The continuity of presence established through WOBI led to a follow-on OOH partnership, extending the campaign's reach beyond Sydney.