Prezi · 2024-2026 · Brand Writer

The Tomorrow Problem

An evergreen campaign about the key pain points of presenting. Defining the voice, naming, and communication work that pulled Prezi into the AI era with a universally understood concept.

Client: Prezi
Role: Brand Writer
Year: 2024-2026

The brief

Prezi was repositioning around an AI-first product and needed a way to talk about it that didn't sound like every other launch in 2024. We had a great product. What we needed was to communicate it. Something human, that focused on how Prezi AI makes people’s day to day easier.

I found the language and worked with the creative team to help redefine our entire brand and voice.

Tomorrow Problem image ad — Focusing on speed and reassurance.

The Tomorrow Problem in motion. What better way to show how fast it can be?

The approach

We focused on behavioral insights instead of technical prowess. From years of user interviews, we knew that people always wait to make presentations. They didn’t need Prezi AI a week before a presentation. They needed it the night before. The morning of. Right before their meeting. With Prezi AI, we could meet them when they needed us most.

This defined our first messaging pillar: Speed. However fast you need a presentation, Prezi is there to help.

The rest fell into place naturally as we expanded our thinking. Creativity. Standing out from the crowd. Effortless creation. All pillars that we refined into a lasting evergreen campaign that redefined Prezi as an AI tool.

The platform proved durable. Ideas from The Tomorrow Problem became the creative foundation for all subsequent Prezi AI advertising, with the core insight carrying forward into new campaigns, markets, and channels.

Out-of-home campaign artwork — Image ad showcasing the evolution of the campaign.

Long-form web copy spreads — Image ad showcasing another messaging pillar, creativity.

Selected outputs

What shipped:

— Campaign tagline, supporting headlines, and messaging pillars
— Homepage and product page rewrites
— Image, video, and carousel ads
— A short brand voice doc the team still actually opens

In-product voice applied to onboarding — Voice applied in-product — onboarding states where copy does most of the work.

Outcome

Messaging pillars from The Tomorrow Problem became the cornerstone of how Prezi communicates. It continues to evolve and perform as an important value proposition for users. In a market where AI messaging had already become white noise, leading with human behavior rather than product capability gave Prezi a distinct and ownable voice.