For Foleon’s 2025 Autumn Launch campaign, the brief was to introduce our platform’s newest AI functionality.

Instead, we introduced an emerging generation of creators.

Those who make the best use of the technology available to them, without falling victim to AI slop. 

They work smarter, not lazier. 

They value quality as much as they value speed. 

They’re the new Masters of Content.

By inserting modern technology like laptops and phones into classic oil paintings, we produced a visual metaphor to remind us that while our creative mediums may change, mastery is timeless.

The message? Embracing new tech isn’t about being replaced, or letting go of what matters — it’s about mastering your craft in your time.

Take a look at the launch magazine.

What I worked on:

• Concept development and campaign manifesto

• Creative copywriting

• Social media creative

• Editorial writing

• Video script writing

Credits:

Art direction/Design: Chiara Verdoliva

Editorial writing: Anne Lauth, Emma Moreau