1 HERO FILM
Golf. Fine art. Clinical data management. Obviously.
12 CUTDOWNS
Made for social & retargeting
18 HOLES OF GOLF
Successfully disguised as client work.
Introducing Agent A
Problem
Ahrefs were launching Agent A, a new AI marketing tool, at a time when seemingly every SaaS company and their mums was announcing an AI product.
The problem wasn't the product. It was getting people to notice another founder saying they were "excited to announce..." something in a crowded LinkedIn feed.
Idea
Instead of another polished product announcement, we parodied one.
The campaign followed Ahrefs CMO, Tim Soulo, proudly introducing Agent A while quietly eliminating the marketers it was replacing. Each new feature was demonstrated with an increasingly ridiculous toy weapon... until Agent A eventually decided Tim wasn't needed either.
By hijacking a familiar launch format and turning it into satire, the campaign delivered the product message without feeling like another product launch.
Output
A social-first launch film designed for LinkedIn, supported by shorter cutdowns for paid and organic distribution.
The campaign significantly outperformed Tim's typical LinkedIn content, generating strong engagement and conversation by leaning into a topic every marketer was already talking about: whether AI is coming for their job.
