When everyone has access to the same AI tools, what separates the great from the forgettable is the human behind the screen.

Fiverr’s VP of Global Brand Communications, Shiri Hellmann, joins Marketing Trends to break down how her team turns chaos into creativity. From producing the viral “Gary” campaign with real freelancers to writing a rom-com about avocados, Shiri reveals how Fiverr spots cultural moments early, takes smart risks, and proves that talent still beats the algorithm.

CHAPTERS / KEY MOMENTS

00:00 - The Weirdest Fiverr Requests Ever

02:58 - How Fiverr Grew from Weird to Global Brand

04:00 - Inside Fiverr’s Wildest Marketing Campaigns

06:11 - Freelancers Behind Fiverr’s AI Ad "Gary"

08:40 - How Fiverr Selects Top Creators

10:00 - The Data-Driven Matchmaking Engine

12:10 - Strategy Behind Creative Campaigns

14:05 - From Vibe Coding to Avocado Apps

16:20 - AI, Humans, and the Future of Creative Work

18:55 - Taking Risks and Learning from Failures

21:00 - The "F***-Up Night" and Courage Culture

23:25 - Biggest Marketing Lesson: Marketers vs. Consumers

26:30 - How Fiverr Stays Grounded and Human

29:40 - Emerging Trends and The Future of Work

33:10 - How Fiverr’s Culture Fuels Innovation

37:25 - What’s Next for Fiverr and Freelancers

41:00 - Shiri’s Advice for Marketers and Founders

44:45 - Closing Reflections and Takeaways

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