Asana 2020 brand campaign

In January of 2020 Asana, the work management platform, launched its biggest brand campaign ever. I worked with my creative director to provide creative and copy direction to our agency partner and, ultimately, write the headlines and brand manifesto featured here.

We ran print ads in the New York Times and Washington Post. We took over the digital billboards in Times Square. We covered the walls of the Montgomery Street BART station in San Francisco. Our ads appeared on busses, at bus stops, on billboards, and on the sides of buildings across Fog City. And, of course, we created digital ads that appeared all over the internet. 

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Bonus: the people featured in these ads are teams who work together in Asana, and they all volunteered to be photographed for our campaign.