By: Dekel Yakobovich
For the launch of Genesis 021, we just ran one of the most meaningful campaigns we’ve ever created.
Not with an agency.
Not with a production budget.
Not with paid media.
But together with 15 real Genesis alumni – and a stack of AI tools
The Inspiration
A year ago, Gali Arnon, former CMO of Fiverr, shared the inside story of Fiverr’s growth with our founders.
One campaign stood out.
In Doers We Trust (2017) – a bold, controversial campaign that turned freelancers into cultural heroes with unapologetic messaging.
Nearly a decade later, it’s still referenced as one of the campaigns that reshaped how people perceive work, builders, and creators.
That session stayed with us as HUGE Inspiration!
The campaign: Built It Anyway
That’s what we called it.
Built It Anyway is about founders who:
- Had doubts — and built anyway
- Felt unready — and built anyway
- Faced fear, pressure, uncertainty — and built anyway
It’s a campaign about courage before clarity.
Tools we used
- ChatGPT – Prompt creation and reverse-engineering the visual style
- Gemini – image generation from approved LinkedIn profile photos of our founders using the prompt from ChatGPT
- Reddit + ChatGPT + Perplexity – research on trends, iconic campaigns, and founder narratives. We took inspiration for marketing campaigns from Liquid Death, Nike, Coca Cola and more.
- Claude, Grok & ChatGPT – creative copy iterations and message refinement with our founders
Canva – final design and visual assets
Distribution
- 100% organic
- Owned Genesis channels
- Relevant startup and founder communities
- Alumni sharing the campaign themselves — by far the most effective channel
Key takeaway
AI enabled us to achieve things we couldn’t before – when combined with human creativity, execution, and positive audacity.