Strivr · AI product
WorkWise
Creative Director · Product Strategy · Creative Technologist
Strategy, design, and prototyping for a first-of-its-kind AI product.
The project
WorkWise is Strivr’s AI platform for frontline teams. It takes first-person video of an expert doing the job and turns it into a step-by-step procedure.
I led the creative and go-to-market strategy from a blank page to public launch, writing the copy, directing the art, and producing the launch package on a $0 external budget.
The bet
Creative before product.
The launch clock started while the product was still being built, so the creative had to stand in for it. I designed mockups ahead of the code and cut a 75-second sizzle with a GenAI stack (Runway, Midjourney, ElevenLabs, Topaz), re-rendering shots whenever engineering changed the roadmap.
Design partner sizzle
▶ Watch the film
The 75-second sizzle that closed the design partners.
A full cohort of design partners signed on before the product existed, and WorkWise launched publicly on schedule in September 2025.
Full case study
The rest of the story.
- Going into the field as User Zero, testing the wearable hardware on warehouse floors
- Swapping XR headsets for smart glasses across the campaign with generative AI
- The launch package, from the public site to paid media, and the redesign a year later
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