Built For You
Intercom
Roles
Campaign Creative Direction, Strategy
Team:
Scott Smith
Kirk Johnson
Ben Puffer
Jonno Hill
Built for You began as a webinar series featuring Intercom leaders’ perspectives on the future of AI in customer service. As the pace of change accelerated in 2025, Intercom saw an opportunity to evolve the series into a live event that could bring greater clarity and direction to the industry.
I led the creative direction from a single visual cue in the original films: each speaker was filmed in a dark room under a focused spotlight. From there, We developed a broader visual language inspired by the materiality of stage lighting, using obscured forms, silhouettes, and controlled illumination to capture the curiosity, uncertainty, and excitement surrounding AI’s impact on customer service.
My creative team translated that direction into a complete design system and campaign for the London event, spanning digital, merchandise, environmental graphics, and the broader event experience.
I led the creative direction from a single visual cue in the original films: each speaker was filmed in a dark room under a focused spotlight. From there, We developed a broader visual language inspired by the materiality of stage lighting, using obscured forms, silhouettes, and controlled illumination to capture the curiosity, uncertainty, and excitement surrounding AI’s impact on customer service.
My creative team translated that direction into a complete design system and campaign for the London event, spanning digital, merchandise, environmental graphics, and the broader event experience.
