‍

The problem

Going into 2026, the AI category had become so saturated that all AI ads felt like white noise. Zapier needed to launch something different — a campaign that didn't just explain what the product does, but made people feel something about it.

The strategic brief was clear: Humanize the platform through Phil, Zapier's larger-than-life AI expert.

‍

We chose secondary DMAs (ATL, AUS, BOS, PHL) deliberately. These markets are high-growth hubs where competition for mindshare is heating up but OOH is relatively inexpensive, so it's perfect for a test.

‍

The insight

Every great campaign starts with a great insight. But sometimes, an insight isn't a piece of data; it's a simple question.

Ours: When something goes sideways, who do you want in your corner?

‍

The concept

Phil meets you where you're at — literally and figuratively. No office, no agenda, no performance. He's the person you bump into on the street who somehow already knows what you're dealing with and doesn't need the backstory. The conversation happens wherever it needs to: In your office, mid-commute, in between meetings.

Phil says "I've been there" without needing to prove it.

‍

The creative