Fiverr has launched “Prompt and Punishment”, a brand campaign that shows an AI-generated character named Garry encountering mishaps and viral internet moments.
Built with Google’s Veo 3 and Runway AI tools, the campaign is entirely AI-generated and was created by Fiverr’s own internal creative team and freelancers on the platform.
The primary message behind the campaign is that, instead of briefing agencies, brands can brief freelancers, serving as “AI expert” creators.
The ad shows Garry – who is skeptical about being AI-generated – challenging his creators to “bring it on” and prove his doubts wrong. We’re then shown the character in ‘impossible’ scenarios that could only be generated with AI, such as his wife leaving him for a man dressed as a hotdog and him being embraced by a gorilla on a mountain.
The campaign illustrates how AI-backed freelancers can create agency production-level content at a fraction of the cost. Fiverr shared that campaign production costs can be reduced by 90 percent with the use of freelancers equipped with AI.
Fiverr’s customers – mainly SMEs and startups – can now have access to the same calibre of production content as large companies, who typically use major marketing agencies.
Real-Time Reactions to Online Trends
The campaign also highlights how brands can tap into trends in real time through the use of AI-equipped freelancers, bypassing the slow approval cycles of traditional agencies, allowing brands to respond quickly to viral trends.
Fiverr has been crowdsurfing ideas for Garry’s next ‘mishap’ online, with spinoffs already surfacing from freelancers of him being stranded at sea and encountering aliens.
On its own X page, Fiverr posted Garry – who has his own X handle – at the Love Island USA reunion, to align with the airing of the episode.
A hot new bombshell has entered the #LoveIsland reunion. The bombshell in question? @garryfromfiverr. pic.twitter.com/FauBpplVIi
— Fiverr (@fiverr) August 26, 2025
“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.”
