01 · Brand campaign
2026 · WordPress VIP
Future of the Web report.
VIP’s flagship research report, built from original survey data with 2,000+ enterprise decision-makers and consumers on how AI is reshaping discovery, trust, and brand visibility. I led the visual direction and built the campaign system around it: web-native, animated, and reusable, with AI woven through production from concept to final assets.
A different way of working
The look grew out of ideas we had explored for two campaigns that never launched: an integrated product campaign and a podcast concept. We pulled those references into a shared moodboard and saw real potential in a pixel treatment for a story about AI and the future of the web. The bigger shift was in process. Much more of the work was built directly in code, with AI assisting across the final asset set, rather than designed as static mockups.
Web-native WordPress components
Because VIP’s site was mid-redesign, deeper template changes were off the table. So I explored a different route: self-contained WordPress components that still felt web-native and dynamic. Animated on scroll, looping back on reverse scroll, text-based, accessible, indexable, SEO-friendly, and reusable across social and paid.
Brand trust
of enterprise leaders say content needs a more human tone
The AI web
consumers say the internet feels less human than it did 10 years ago
AI visibility
of enterprise decision makers say AI discoverability & attribution are a main or significant priority
One system, many formats
From there, the same HTML components became the basis for other assets. For the ads, I used Claude to help build a Puppeteer setup that records the on-scroll animations, then folded in the outro and logo animations from our motion team. Adapting one core system into many output formats, LinkedIn square and landscape, Google PMax vertical, and more, became far easier.
A tool for blog imagery
Five blog posts covered different slices of the report data, so I built a small vibe-coded tool that layers our pixel icons over VIP photography. It controls animation, icon density, and the balance between photo and illustration, and exports animated SVG, static PNG, and WebM. We’re planning a similar tool for all our blog visual
A coded infographic
The campaign had a strong PR and syndication component, with multiple outlets picking up the story and the infographic in their own posts. Rather than design it statically, I built the infographic as a coded HTML page using the same illustration language and type system as the rest of the campaign, then exported it as PNG and PDF.
Animated section dividers
Inside the report page, I built a set of animated section-divider components to break up longer stretches and keep readers engaged, following the same principle: self-contained HTML, CSS, and SVG that are responsive, accessible, and reusable. Some pieces stayed in Figma, like certain icons; others started as code and came back into Figma when the SVG output was useful elsewhere, such as quote ads.
Coded HubSpot emails
We carried the same system thinking into the HubSpot marketing emails, building responsive, accessible email components in code instead of relying on static imagery.
Testimonial and webinar assets
The campaign system also included featured animations and testimonial videos from our motion team, plus a set of testimonial and webinar static ads for LinkedIn and Google PMax, and a campaign-aligned slide deck presented in the launch webinar.
By the numbers
The report was picked up by CBS Mornings and continues to surface in enterprise sales conversations.