Challenge: Commercial real estate marketing all looks the same: glass buildings, suits, and safe, corporate messaging. JLL’s clients want a partner that shapes space around people, and the challenge was to show JLL as that partner.

Insight: Leaders today need every square foot to do more, and people don’t just need space to work, they need space shaped for them. Growth can’t happen in environments designed for logistics.

The work: Working within JLL’s existing tagline, “See a Brighter Way,” I conceived and wrote a campaign told through video scripts, social ads, and print ads. Each spot opens on an office full of animal-people hybrids, and a JLL guide shows how the space was designed for them, ending with “Masterfully designed spaces for [animal] people and people people.”

Role: Creative director and writer