Industrious
A national ad campaign for Industrious, the world's largest premium flex office provider, built to cut through a crowded, commoditized market.
TEAM
Creative Director - Danielle Ziesler
Copywriter - Matt Stolpe
Graphic Designer - Jose Jaquez
The campaign reframes the flex-office decision as a relationship: staying with an undersized, underwhelming provider is treated like staying in a bad relationship and it's time to break up.
Campaign
Advertising
Social
In a market where every competitor claims flexibility, Industrious needed to compete on something harder to copy: how the space actually feels to work in.
Rather than list amenities the campaign put prospective customers
in the mindset of their current dissatisfaction. Cramped desks,
nickel-and-dimed pricing, forgettable service and gave them permission to leave.
Industrious offers up to 50% more space than competitors, at a flat price that includes free coffee, snacks, and printing, amenities competitors often charge for separately.
The spaces themselves were designed to look and feel like a step up, not a compromise. That gap between more (and better) for the same or lower cost became the visual foundation for the campaign. If a smaller, cheaper option means less room and fewer amenities, staying with it starts to look a lot like staying boxed in.
Social carried the fuller narrative, giving the breakup concept room to unfold through motion first executions designed for scroll stopping engagement, translating the emotional insight into something native to the platforms it lived on.
