Fiverr, a freelance online marketplace, introduced Garry, an artificial intelligence-generated brand character, on Monday, Aug. 18. A video depicting Garry in a number of scenarios showcases Fiverr’s ability to quickly generate video marketing content with AI and freelancer prompts so marketers can reference viral moments while they’re still relevant. The branded video content comes as the platform increases its AI push after the launch of its Fiverr Go AI service in February.
The video depicts Garry, a bespectacled middle-aged man, experiencing a variety of injustices after insulting a cup of coffee while contemplating his generative AI existence. In one scene he is trapped in a pool of cement. In another, the room where he’s receiving acupuncture catches fire.
The video, which runs for a minute and 20 seconds, is intended to showcase how marketers can respond to buzzy cultural moments. It was created over the course of a weekend using prompts from Fiverr freelancers, according to the platform.
The effort arrives as marketers continue to embrace AI, with more than half of ad buyers using the tech for video creation, according to recent IAB research. Pairing the tech with Fiverr’s freelancers for creative ideation could be a way for the platform to differentiate itself as brands continue to rely heavily on popular cultural moments to try to breakthrough and build awareness with consumers.
The stunt takes specific aim at the agency process and is intended to demonstrate how freelancers are able to use Fiverr’s AI tools to deliver agency-quality content at a fraction of the cost and time. The push is exclusive to social media and includes no traditional media buy.
In one scene in the video, Garry falls off a tower of cans while wearing high heels, a reference to the Nicki Minaj heel challenge, which started gaining social media traction at the end of July. In another scene, Garry is hit in the head with a blurred-out item while attending a live sports game. This could be a reference to sex toys being thrown onto court during WNBA games, a trend which started in the last few days of July and has continued into August, resulting in several arrests. One notable incident occurred on Aug. 11, where a toy struck a 12-year-old girl in the head.
Fiverr saw a Q2 revenue of $108.65 million, a 14.77% year-over-year increase. During an earnings call, executives claimed Fiverr Go continues to drive seller engagement and helped drive incremental increases in Seller Plus subscriptions during the quarter. Service revenue is projected to account for approximately 30% of the brand’s total 2025 revenue.
