Monday.com used AI to patch a missing scene in latest ad
Monday.com’s regional marketing lead has revealed how the work management platform used artificial intelligence to fix a missing scene in its latest advertising campaign, which, fittingly, is all about AI.
Stephanie Perez-Israel, APJ marketing lead at Monday.com, told an audience the team forgot to film a key scene for its global campaign, “AI Had the Time of My Life.”
Released across Australia last week, the ad features a playful office setting where employees meet a Monday AI sidekick — a purple llama — while Dirty Dancing’s “The Time of My Life” plays in the background.
Moderating a panel at Monday.com’s Elevate conference in Sydney, Perez-Israel explained the fix: “With our recent campaign, we had the filming done a couple of months ago. We always have a part in the video where someone is using the product, but that scene was missed.
“It was forgotten during filming and to re-film and get all the actors again would have cost a whole lot more money. But at just that one point, it was AI. That saved us a lot of money.”
However, Perez-Israel was quick to stress that AI wasn’t replacing people on screen.
“It’s not that we’re cutting out actors; we’re still doing all of that, but it’s when different parts might have been missed,” she said.
She also reiterated that the software company was still prioritising in-person engagements, adding: “People want to keep engaging with us and our events.
“We are always investing in events like Elevate because we know how important it is to connect.”
Monday.com, a supplier of project management software, released the ad on connected TV, digital and out-of-home channels in Australia to coincide with the Sydney Elevate conference on 6 November.
The ad was developed in-house under London-based global creative director Robbie Ferrara, with support from Israel-based freelancers Yoav Hebel and Asaf Zelicovich.
Britain-based Rob Leggart directed the ad; production was handled by Tel Aviv-based Jiminy Production and VFX was provided by Poland’s Juice.
The company did not disclose who oversaw the Australian media strategy at the time of publication.
On the campaign’s concept, Perez-Israel said in a statement: “This campaign shows how Monday sidekick meets that moment by being built into the platform teams already use – reducing complexity, sparking productivity, and making work feel lighter and more enjoyable.”
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