WPP Open
Role: creative & art direction
Context
WPP Open is WPP’s AI-powered marketing platform. It connects strategy, creativity, production, media, and optimization in one integrated system. The platform combines AI tools, data, and human collaboration to help teams work faster, with more consistency and at a larger scale.
The Challenge
The objective of this project was to create a launch video that could present the main capabilities of the platform in a clear and engaging way. Instead of creating a technical product demo or a tutorial-style video, we decided to build a fictional brand called Veridian, a premium canned iced tea brand, and guide it through the full journey inside WPP Open.
What we did
The video follows different stages such as brief analysis, strategy development, content creation, deployment, and optimization. Through this fictional case, we could show how the platform supports collaboration between human teams and AI agents across the whole creative and marketing process. A large part of the work focused on script development. We explored different creative routes and many iterations in order to find the right balance between clarity, rhythm, and tone. The objective was to present complex tools and workflows in a way that felt simple, modern, and easy to understand.
Another important part of the project was the visual treatment of the interface. We worked directly with the actual WPP Open UI, but we redesigned and stylized many elements for the video. The goal was not to reproduce the interface exactly as it appears in the product, but to create a more cinematic and visually clear experience. This approach helped us highlight key actions, improve readability, and give the platform a stronger visual identity on screen.
The final result was a video designed as a first visual introduction to the WPP Open ecosystem: less focused on explaining every detail, and more focused on showing the potential, flexibility, and scale of the platform.