WeWork Member Stories

My Role - Director · Editor. I led creative direction and shoot execution across multiple WeWork locations, designed the visual approach for each space, and edited the final series for social distribution.

The Brief - WeWork wanted to move beyond product marketing and show the real value of membership through the people who use their spaces every day — the community, the flexibility, the global access, the events, and the environment itself. The goal was social content that felt authentic rather than promotional, built around genuine member voices rather than brand claims.

The Approach - Each film combined member interviews with location-specific b-roll, but the key creative decision was to treat every WeWork space as its own visual subject. Rather than applying a single template across locations, we designed a distinct shot language for each space — working with the specific architecture, light, and character of that location to give each film its own feel while maintaining a consistent series identity.

Member selection was matched to location: we identified the right person for each space based on how their story and working style reflected what made that particular WeWork distinctive. The result was a series where the member and the environment were in conversation with each other, not just co-existing in the same frame.

Interviews were kept conversational and unscripted. B-roll was shot to support what members were actually saying rather than illustrating generic WeWork perks — keeping the content grounded in real experience.

The Result - A social media series distributed across WeWork's Chinese platforms, designed to drive membership consideration through peer storytelling rather than direct promotion. The location-specific visual approach gave the brand a way to showcase the breadth of their portfolio without the content feeling repetitive across episodes.