The Internet’s New Punching Bag: Fiverr Unveils Garry, the Unhinged AI Character Taking on Internet Culture — from the Nicki Minaj Stiletto Challenge to WNBA Mayhem
Fiverr (NYSE:FVRR) has launched "Prompt and Punishment," an innovative AI-generated marketing campaign featuring Garry, a middle-aged character who encounters viral internet moments. The campaign demonstrates how Fiverr's AI-expert freelancers can create high-quality content at 10% of traditional production costs.
The campaign, produced using Google's VEO3 engine and Runway AI tools, showcases real-time marketing capabilities by inserting Garry into trending scenarios like the Nicki Minaj stiletto challenge and WNBA events. The production combined Fiverr's in-house creative team with freelance AI experts, including directors from "Too Short For Modeling," demonstrating how smaller teams can compete with traditional agencies in content creation.
This initiative highlights a shift in creative production, where brands can directly leverage AI algorithms through skilled freelancers instead of traditional agency workflows, enabling faster iteration and execution of marketing concepts.
Fiverr (NYSE:FVRR) ha lanciato “Prompt and Punishment”, una campagna di marketing innovativa generata con l’AI che ha per protagonista Garry, un personaggio di mezza età che si trova coinvolto in momenti virali del web. La campagna dimostra come i freelancer esperti in AI di Fiverr siano in grado di produrre contenuti di alta qualità a circa il 10% dei costi delle produzioni tradizionali.
Realizzata con il motore VEO3 di Google e gli strumenti Runway AI, la campagna mostra capacità di marketing in tempo reale inserendo Garry in trend come la sfida dei tacchi di Nicki Minaj e eventi WNBA. La produzione ha unito il team creativo interno di Fiverr con freelancer esperti in AI, tra cui registi di "Too Short For Modeling", dimostrando come team più snelli possano competere con le agenzie tradizionali nella creazione di contenuti.
L’iniziativa segnala un cambiamento nella produzione creativa: i brand possono sfruttare direttamente algoritmi AI tramite freelancer qualificati anziché seguire i tradizionali flussi di lavoro delle agenzie, permettendo iterazioni e realizzazioni di concept più rapide.
Fiverr (NYSE:FVRR) ha lanzado "Prompt and Punishment", una innovadora campaña de marketing generada por IA que presenta a Garry, un personaje de mediana edad que vive momentos virales en internet. La campaña demuestra cómo los freelancers expertos en IA de Fiverr pueden crear contenido de alta calidad por aproximadamente el 10% del coste de las producciones tradicionales.
Producida con el motor VEO3 de Google y las herramientas de Runway AI, la campaña muestra capacidades de marketing en tiempo real al insertar a Garry en tendencias como el reto de los tacones de Nicki Minaj y eventos de la WNBA. La producción combinó el equipo creativo interno de Fiverr con freelancers expertos en IA, incluidos directores de "Too Short For Modeling", demostrando cómo equipos más pequeños pueden competir con las agencias tradicionales en la creación de contenidos.
Esta iniciativa subraya un cambio en la producción creativa: las marcas pueden aprovechar directamente algoritmos de IA a través de freelancers capacitados en lugar de los flujos de trabajo tradicionales de agencias, lo que permite iteraciones y ejecuciones de ideas de marketing más rápidas.
Fiverr (NYSE:FVRR)는 중년 인물 가리(Garry)가 인터넷 바이럴 순간에 등장하는 혁신적인 AI 생성 마케팅 캠페인 "Prompt and Punishment"을 선보였습니다. 이 캠페인은 Fiverr의 AI 전문 프리랜서들이 전통적 제작비의 약 10% 비용으로 고품질 콘텐츠를 제작할 수 있음을 보여줍니다.
Google의 VEO3 엔진과 Runway AI 도구로 제작된 이 캠페인은 가리를 니키 미나즈의 스틸레토 챌린지, WNBA 이벤트 등 트렌드한 상황에 실시간으로 삽입하여 마케팅 역량을 보여줍니다. 제작에는 Fiverr 내부 크리에이티브 팀과 AI 전문 프리랜서들(예: "Too Short For Modeling" 감독들)이 함께 참여해 소규모 팀도 전통적 에이전시와 경쟁할 수 있음을 입증했습니다.
이번 시도는 브랜드가 전통적 에이전시 워크플로 대신 숙련된 프리랜서를 통해 AI 알고리즘을 직접 활용해 보다 빠르게 마케팅 콘셉트를 반복하고 실행할 수 있는 창작 생산 방식의 변화를 강조합니다.
Fiverr (NYSE:FVRR) a lancé "Prompt and Punishment", une campagne marketing innovante générée par IA mettant en scène Garry, un personnage d'âge moyen confronté à des moments viraux en ligne. La campagne illustre comment les freelances experts en IA de Fiverr peuvent produire des contenus de haute qualité pour environ 10 % du coût des productions traditionnelles.
Produite avec le moteur VEO3 de Google et les outils Runway AI, la campagne met en avant des capacités marketing en temps réel en intégrant Garry dans des tendances telles que le défi des stilettos de Nicki Minaj et des événements WNBA. La production a réuni l'équipe créative interne de Fiverr et des freelances spécialistes de l'IA, dont des réalisateurs de "Too Short For Modeling", montrant que des équipes plus petites peuvent rivaliser avec les agences traditionnelles dans la création de contenu.
Cette initiative souligne une évolution de la production créative : les marques peuvent exploiter directement des algorithmes d'IA via des freelances qualifiés plutôt que de passer par les processus classiques d'agence, permettant des itérations et des déploiements de concepts marketing plus rapides.
Fiverr (NYSE:FVRR) hat "Prompt and Punishment" gestartet, eine innovative, KI-generierte Marketingkampagne mit Garry, einer mittelalten Figur, die in virale Internetmomente gerät. Die Kampagne zeigt, wie Fiverrs KI-erfahrene Freelancer hochwertige Inhalte zu etwa 10% der Kosten traditioneller Produktionen erstellen können.
Produziert mit dem VEO3-Engine von Google und Runway AI-Tools demonstriert die Kampagne Echtzeit-Marketingfähigkeiten, indem Garry in aktuelle Trends wie die Nicki Minaj Stiletto-Challenge und WNBA-Events eingefügt wird. Die Produktion vereinte Fivvers internes Kreativteam mit freiberuflichen KI-Experten, darunter Regisseure von "Too Short For Modeling", und zeigt, wie kleinere Teams mit traditionellen Agenturen in der Inhaltserstellung konkurrieren können.
Die Initiative markiert einen Wandel in der kreativen Produktion: Marken können direkt KI-Algorithmen über qualifizierte Freelancer nutzen statt über traditionelle Agenturabläufe, was schnellere Iterationen und Umsetzungen von Marketingkonzepten ermöglicht.
- Campaign production costs reduced by 90% compared to traditional methods
- Demonstrates rapid content creation capabilities with real-time response to cultural moments
- Showcases successful integration of in-house creative team with AI-expert freelancers
- Proves ability to produce Super Bowl-quality ads with smaller teams and budgets
- None.
Prompted and directed by Fiverr freelancers, Garry’s chaotic misadventures show how brands can tap into viral moments in real time — without big agency timelines or budgets.
NEW YORK, Aug. 26, 2025 (GLOBE NEWSWIRE) -- An AI-generated hapless middle-aged man named Garry just became the internet’s favorite punching bag, thanks to Prompt and Punishment, a new brand campaign from Fiverr (NYSE: FVRR), highlighting how an in-house creative team and a small team of AI-expert freelancers with a clever prompt can turn any idea into a Super Bowl-quality ad before most big agencies can schedule a kick off call.
Produced, directed, and edited entirely through AI prompts by freelancers on Fiverr, Garry stumbles straight into the internet’s biggest moments — whether it’s failing the Nicki Minaj stiletto challenge or taking a hit from a flying object at a WNBA game. Beyond the laughs, Garry demonstrates how Fiverr’s AI-savvy freelancers can transform culturally relevant ideas into polished video content with extreme agility. For small and mid-size businesses, startups, and solopreneurs, this means access to the same caliber of marketing once reserved for Fortune 500 brands — without the Fortune 500 team and budget.
By combining human creativity with expert-level knowledge and the most advanced AI tools currently available, businesses can test more campaigns, iterate faster, engage with their audience more, and find what resonates without risking everything on a single big agency-produced spot and a budget-breaking production. Today, more than ever, with AI readily available, this ad shows that businesses will find their competitive edge in human talent.
Ushering in a new era of real-time marketing for brands, the social-first campaign cost about
To prove this, Fiverr has been crowdsourcing ideas for Garry’s next punishments since launch — and putting its money where its mouth is by producing them in real time. Spinoff Garry vignettes have already gone live, including scenes of him lost at sea and surrounded by sharks, encountering aliens, and squaring off against gorillas in the viral “One man vs. 100 gorillas” thought experiment. Fiverr also rolled out a Love Island USA reunion vignette the night of the Monday broadcast, underscoring just how quickly freelancers can turn cultural moments into fully produced content.
"Human creativity combined with the power and speed of AI is the future of the marketing industry," said Matti Yahav, Fiverr CMO. "Smaller, nimble teams that can tap into flexible, freelance talent quickly in today's competitive market will be responding to pop culture and trending before big agency competitors move past the approval phase for a campaign.”
The production process itself tells the story of creative disruption. Fully utilizing the capabilities of Google's VEO3 engine alongside other AI tools like Runway, the film is
The campaign also signals a broader shift in creative production workflows. Rather than briefing big agencies, brands can now brief algorithms — with freelancers serving as creative directors who guide today’s best available AI tools to produce specific results. This AI-native approach enables rapid iteration, instant concept testing, and immediate execution.
“Knowing the high level of AI talent among Fiverr’s freelancers, we initiated the campaign to 'walk the walk' — let AI directors from Fiverr edit, prompt, and direct our ad,” said Nir Refuah, Creative Director at Fiverr. “The creative concept, which talks about the god-like powers AI experts possess, is also supporting that mechanism. Never underestimate the powers of Fiverr's AI experts. Ask Garry!”
Credits for the brand campaign include:
- Creative Director, Fiverr: Nir Refuah
- Creative Team, Fiverr: Nimrod Maiman, Shiran Romano, Adi Gueta
- Producer, Fiverr: Tamar Yoffe
- Directed & Edited by Too Short For Modeling
- AI & VFX: Daniel Turuntsev (turu.studio)
About Fiverr
Fiverr’s mission is to transform the way the world creates and works together. We’re shaping the future of work with the world’s leading open platform, seamlessly connecting top talent and cutting-edge technology with businesses around the globe. From expert freelancers in over 750 skilled categories to best-in-class GenAI models and agents, Fiverr provides the most advanced and comprehensive talent and tools for digital services — helping businesses get mission-critical projects done fast and cost-effectively.
From small businesses to Fortune 500 companies, millions trust Fiverr for projects in software and AI development, digital marketing, finance, business consulting, video animation, music, architecture, and more.
Learn how to future-proof your business with exceptional talent and cutting-edge tools at fiverr.com. Follow us on LinkedIn, Instagram, TikTok, X, and Facebook.
Press Contacts
Jenny Chang
press@fiverr.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/72accea8-9042-4b20-96fd-ef2cc915bae0
FAQ
What is Fiverr's Prompt and Punishment campaign featuring Garry?
How much did Fiverr save on production costs with their AI-generated campaign?
What AI tools did Fiverr use to create the Garry campaign?
How does Fiverr's new AI campaign approach differ from traditional agency workflows?
What types of viral moments does Garry interact with in Fiverr's campaign?
