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 [](https://www.liaawards.com/) [](https://lbbonline.com/news/Ben-Cronin-Sebastian-Caldwell-VFX-Virgin-Media-Walrus-Whizzer-Untold-Studios) EDITION → Global • USA • UK • AUNZ • CANADA • IRELAND • FRANCE • GERMANY • ASIA • EUROPE • LATAM • MEA Edition : InternationalLanguage : English [HOME](https://lbbonline.com/) [NEWS](https://lbbonline.com/news) [CREATIVE LIBRARY](https://lbbonline.com/work) [IMMORTAL AWARDS](https://lbbonline.com/awards/immortals) [MEMBER COMPANIES](https://lbbonline.com/companies) [PEOPLE](https://lbbonline.com/people) [JOBS](https://lbbonline.com/jobs) [How LBB Works](https://lbbonline.com/how-it-works/)[Plans & Pricing](https://my.lbbonline.com/auth/plans)[Editorial Toolkit](https://lbbonline.com/about/editorialtoolkit/) [](https://lbbonline.com/) [news](https://lbbonline.com/news) [NEWS](https://lbbonline.com/news) [CREATIVE LIBRARY](https://lbbonline.com/work) [IMMORTAL AWARDS](https://lbbonline.com/awards/immortals) [MEMBER COMPANIES](https://lbbonline.com/companies) [PEOPLE](https://lbbonline.com/people) [JOBS](https://lbbonline.com/jobs) [Login or Register](https://my.lbbonline.com/auth/login?next=/news/Fiverr-s-AI-film-interview-nir-refuah-Shiri-Hellmann) Behind the Work in association with[The Monthly Cut](https://lbbonline.com/companies/the-monthly-cut/work) [](https://lbbonline.com/companies/the-monthly-cut/work) [Behind the Work](https://lbbonline.com/news/channels/10) # Inside Fiverr’s AI Experiment: The Freelancing Marketplace on Using Tech to Tell Brand Stories 09/09/2025 [](https://lbbonline.com/companies/lbb-editorial) [LBB Editorial](https://lbbonline.com/companies/lbb-editorial) Publication London, UK 262 LIKE ADD TO COLLECTION 09/09/2025 Share LBB’s Olivia Atkins speaks with Fiverr creative director Nir Refuah and Shiri Hellmann, VP of global brand communications about their latest AI-driven film, using their freelance community, and why human creativity is central to this process  *Fiverr’s latest campaign dives headfirst into the possibilities of AI filmmaking, but its message is clear: without human creativity, AI is just another tool. Conceived and scripted entirely in-house, the project was then brought to life by Fiverr freelancers such as directing collective, Too Short for Modeling, who handled everything from prompting and editing to digital set design and layering. The result is a playful yet technically ambitious film that demonstrates the unique level of control skilled AI artists can achieve, making characters experience and do almost anything they can imagine.* *For Fiverr, though, the project goes beyond showcasing AI’s capabilities. It represents a new chapter in how the platform is shaping conversations around talent, technology, and the future of creative collaboration. By embedding experienced creative leadership like Nir Refuah (formerly of Leo Burnett and McCann) alongside bold, experimental freelancers, Fiverr is carving out a space where entrepreneurial thinking meets cutting-edge craft.* *The campaign also underscores the brand’s belief that strong ideas and entertaining storytelling can resonate even without overt product placement, repositioning Fiverr as a brand that champions human talent, while also confidently harnessing new technologies to push creative boundaries.* ### **LBB\> What was the initial brief you were working from, and how much did AI inform or inspire the early creative direction?** Nir\> We noticed a major growth in A-list talent in Fiverr’s AI art and filmmaking categories, and the brief to our creative team was to showcase the power of these AI artists and filmmakers. The team came up with the concept of demonstrating the unique level of control skilled AI filmmakers have, how they can make characters experience and do anything they imagine. To bring this to life, we collaborated with two Fiverr freelancers, Too Short for Modeling, who took the concept and ran with it. They directed, prompted, edited, and crafted the entire piece, showing the full scope of what AI artists and filmmakers on Fiverr can achieve. ### **LBB\> Tell me how the AI prompting worked in practice – from the first ideas through to shaping the full narrative? What surprised you about the process?** Nir\> AI platforms provide very strong tools for experts to use and enhance their skills. The process of working on the film included storyboarding, pre-filmed motion videos, digital set and location designs and video layering. Only then came the prompting part. We used hundreds of prompts and the prompt art really brought the vision to life, but it was the human talent with prompt and AI expertise that were critical in being able to create it. AI still requires absolute dependence on talent and their professional skills. ### **LBB\> The script and concept were written in-house. What was the advantage of keeping the creative development inside Fiverr rather than outsourcing to a traditional agency/production company?** Nir\> AI platforms are powerful, but they don’t replace the need for creativity, vision, and direction. To get AI to deliver at the level we wanted, the process had to be led by skilled filmmakers who not only brought talent and imagination but also understood the limitations these platforms still have today. Things like consistency, facial expressions, and character continuity. Overcoming those challenges required careful storyboarding, pre-filmed motion videos, digital set and location design, and video layering before we even got to prompting. Once we reached that stage, hundreds of carefully-crafted prompts shaped the narrative, but it was the creative and directing skills of the talent that ensured the AI could be pushed to its full potential. ### **LBB\> Now that you have experienced creative leaders like Nir with agency experience embedded in-house, since joining in July 2025, what value does that bring to the process? How does it shape Fiverr’s current creative thinking and development?** Shiri\> Nir, with all the experience he brings, has been a real breath of fresh air for us. Although he’s spent many years in the creative industry, he began his career as an entrepreneur, and that entrepreneurial mindset is at his core. When you bring that into the creative world, you get a curious force that’s constantly exploring, questioning, and challenging the status quo. He’s definitely an unconventional creative director: his only rule is to bring endless, crazy ideas to the table. Beyond that, everything is an option. That approach is shaping Fiverr’s creative thinking today by pushing us to be more experimental, and to redefine how we approach our campaigns and communication initiatives. ### **LBB\> The product doesn’t actually appear in the film. What was the main takeaway you wanted audiences to have – and how does that tie back to Fiverr’s positioning in today’s market?** Shiri\> If we want people to listen to what we have to say and to check out what we offer, we first need to connect with what they care about, what interests them, and ultimately, what entertains them. That’s the starting point for creating work that resonates. We don't believe that a product has to actually appear in every campaign or film, honestly, our brand is stronger than that. A part of our work and industry, and even in marketing overall, is to help audiences understand how human talent can leverage new technologies and new concepts that ultimately ladder back to the business. We’re working at the forefront of the future of work and how new technologies are changing and evolving the way people, teams, and brands work. Our recent AI campaigns including Prompt and Punishment and A No-Code Love Story both showcase the role of AI and human talent at work in different ways. ### **LBB\> AI is clearly becoming a bigger part of the creative toolkit. From your perspective, how is it changing not only how campaigns are made, but also how Fiverr thinks about talent, recruitment, and the future of creative collaboration?** Shiri\> AI is giving brands more freedom to be creative. It provides more opportunity to experiment, engage with audiences in more customized ways, and match the pace of pop culture. Fiverr has always incorporated freelancers into our campaigns, they are at the heart of our platform and our work. With these advancements in AI, we now have to think about the new skill sets we can bring into the work like talent specialising in AI art and filmmaking. Credits [Add my Credit]() Brand Brand [Fiverr](https://lbbonline.com/profile/fiverr) Creative Director [Nir Refuah](https://lbbonline.com/people/nir-refuah)  Global Communications Manager [Shiri Hellmann](https://lbbonline.com/people/shiri-hellmann)  [](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/redirect?encryptedPayload=AVxigLKf%2BGEP9QGt2f2AjGXogScObrRgdxAtVi3NTJa%2B5ENkLKoW92BTZliP8DMfUAsUv2y34rNCXNtu5vy2HIoOUSDj4YjAFjUcx7q0KHKa4lgKcxQoLgztK9Cs2ETLsLLXBhurrsaKS2hyGfaO3WN2AOKL3xxVU2OhaHRKSpr7gO10iOc8uyISN48H%2BWU1wRRTuhsnUBQ0iCfDnQ%3D%3D&webInteractiveContentId=177606871569&portalId=2182612) Behind the Work in association with[The Monthly Cut](https://lbbonline.com/companies/the-monthly-cut/work) [](https://lbbonline.com/companies/the-monthly-cut/work) More News from LBB Editorial [](https://lbbonline.com/news/Work-of-the-Week-100426) Work of the Week [Work of the Week: 10/04/26](https://lbbonline.com/news/Work-of-the-Week-100426) 11/04/2026 701 0 [](https://lbbonline.com/news/dpaa-town-hall-2026-digital-out-of-home-conference-london) Trends and Insight [Reshaping OOH: Collaborative Landlords, AI, and Dynamic Creative](https://lbbonline.com/news/dpaa-town-hall-2026-digital-out-of-home-conference-london) 10/04/2026 49 0 [](https://lbbonline.com/news/ai-post-production-covert) Trends and Insight [Balancing AI Speed and Human Craft in Post Pipelines](https://lbbonline.com/news/ai-post-production-covert) 10/04/2026 125 0 [ALL THEIR NEWS]() Work from LBB Editorial [](https://lbbonline.com/work/165449) [Shape of Dreams](https://lbbonline.com/work/165449) On 09/04/2026 1\.3k 0 [](https://lbbonline.com/work/165270) [My Epic First Match - Girl](https://lbbonline.com/work/165270) Cadbury's 08/04/2026 189 0 [](https://lbbonline.com/work/165268) [My Epic First Match - Kid](https://lbbonline.com/work/165268) Cadbury's 08/04/2026 180 0 [ALL THEIR WORK]() SUBSCRIBE TO LBB'S newsletter [Enter your email](http://eepurl.com/dnT2qf) FOLLOW US [Events](https://info.lbbonline.com/events) [DPA + SLA (+ US Add.)](https://lbbonline.com/about/DPA-SLA-plus-US-Addendum/) [About Us](https://lbbonline.com/about/aboutus/) [Contact](https://lbbonline.com/about/contact/) [Editorial Toolkit](https://lbbonline.com/about/editorialtoolkit/) [Help & FAQ](https://lbbonline.com/about/helpfaq/) [Privacy Policy](https://lbbonline.com/about/privacy-policy/) [Main Terms & Conditions](https://lbbonline.com/about/terms/) [Newsletters](https://lbbonline.com/about/newsletters/) [Create your own LBB icons](https://lbbonline.com/button-generator.html) [How it works](https://lbbonline.com/how-it-works) [Plans & Pricing](https://my.lbbonline.com/auth/plans) LBB's Global Sponsor [](https://www.liaawards.com/)  Language: English © 2005-2023 LBB Ltd·[Privacy and Cookie Policy](https://lbbonline.com/about/privacy-policy/)·[Terms and Conditions](https://lbbonline.com/about/TermsAndConditions/) v2.25.1 This website uses cookies to enhance the user experience. 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*Fiverr’s latest campaign dives headfirst into the possibilities of AI filmmaking, but its message is clear: without human creativity, AI is just another tool. Conceived and scripted entirely in-house, the project was then brought to life by Fiverr freelancers such as directing collective, Too Short for Modeling, who handled everything from prompting and editing to digital set design and layering. The result is a playful yet technically ambitious film that demonstrates the unique level of control skilled AI artists can achieve, making characters experience and do almost anything they can imagine.* *For Fiverr, though, the project goes beyond showcasing AI’s capabilities. It represents a new chapter in how the platform is shaping conversations around talent, technology, and the future of creative collaboration. By embedding experienced creative leadership like Nir Refuah (formerly of Leo Burnett and McCann) alongside bold, experimental freelancers, Fiverr is carving out a space where entrepreneurial thinking meets cutting-edge craft.* *The campaign also underscores the brand’s belief that strong ideas and entertaining storytelling can resonate even without overt product placement, repositioning Fiverr as a brand that champions human talent, while also confidently harnessing new technologies to push creative boundaries.* ### **LBB\> What was the initial brief you were working from, and how much did AI inform or inspire the early creative direction?** Nir\> We noticed a major growth in A-list talent in Fiverr’s AI art and filmmaking categories, and the brief to our creative team was to showcase the power of these AI artists and filmmakers. The team came up with the concept of demonstrating the unique level of control skilled AI filmmakers have, how they can make characters experience and do anything they imagine. To bring this to life, we collaborated with two Fiverr freelancers, Too Short for Modeling, who took the concept and ran with it. They directed, prompted, edited, and crafted the entire piece, showing the full scope of what AI artists and filmmakers on Fiverr can achieve. ### **LBB\> Tell me how the AI prompting worked in practice – from the first ideas through to shaping the full narrative? What surprised you about the process?** Nir\> AI platforms provide very strong tools for experts to use and enhance their skills. The process of working on the film included storyboarding, pre-filmed motion videos, digital set and location designs and video layering. Only then came the prompting part. We used hundreds of prompts and the prompt art really brought the vision to life, but it was the human talent with prompt and AI expertise that were critical in being able to create it. AI still requires absolute dependence on talent and their professional skills. ### **LBB\> The script and concept were written in-house. What was the advantage of keeping the creative development inside Fiverr rather than outsourcing to a traditional agency/production company?** Nir\> AI platforms are powerful, but they don’t replace the need for creativity, vision, and direction. To get AI to deliver at the level we wanted, the process had to be led by skilled filmmakers who not only brought talent and imagination but also understood the limitations these platforms still have today. Things like consistency, facial expressions, and character continuity. Overcoming those challenges required careful storyboarding, pre-filmed motion videos, digital set and location design, and video layering before we even got to prompting. Once we reached that stage, hundreds of carefully-crafted prompts shaped the narrative, but it was the creative and directing skills of the talent that ensured the AI could be pushed to its full potential. ### **LBB\> Now that you have experienced creative leaders like Nir with agency experience embedded in-house, since joining in July 2025, what value does that bring to the process? How does it shape Fiverr’s current creative thinking and development?** Shiri\> Nir, with all the experience he brings, has been a real breath of fresh air for us. Although he’s spent many years in the creative industry, he began his career as an entrepreneur, and that entrepreneurial mindset is at his core. When you bring that into the creative world, you get a curious force that’s constantly exploring, questioning, and challenging the status quo. He’s definitely an unconventional creative director: his only rule is to bring endless, crazy ideas to the table. Beyond that, everything is an option. That approach is shaping Fiverr’s creative thinking today by pushing us to be more experimental, and to redefine how we approach our campaigns and communication initiatives. ### **LBB\> The product doesn’t actually appear in the film. What was the main takeaway you wanted audiences to have – and how does that tie back to Fiverr’s positioning in today’s market?** Shiri\> If we want people to listen to what we have to say and to check out what we offer, we first need to connect with what they care about, what interests them, and ultimately, what entertains them. That’s the starting point for creating work that resonates. We don't believe that a product has to actually appear in every campaign or film, honestly, our brand is stronger than that. A part of our work and industry, and even in marketing overall, is to help audiences understand how human talent can leverage new technologies and new concepts that ultimately ladder back to the business. We’re working at the forefront of the future of work and how new technologies are changing and evolving the way people, teams, and brands work. Our recent AI campaigns including Prompt and Punishment and A No-Code Love Story both showcase the role of AI and human talent at work in different ways. ### **LBB\> AI is clearly becoming a bigger part of the creative toolkit. From your perspective, how is it changing not only how campaigns are made, but also how Fiverr thinks about talent, recruitment, and the future of creative collaboration?** Shiri\> AI is giving brands more freedom to be creative. It provides more opportunity to experiment, engage with audiences in more customized ways, and match the pace of pop culture. Fiverr has always incorporated freelancers into our campaigns, they are at the heart of our platform and our work. With these advancements in AI, we now have to think about the new skill sets we can bring into the work like talent specialising in AI art and filmmaking.