Coursera - See the You We See

As Associate Creative Director(Interim Creative Director) at Coursera, I had the opportunity to lead Coursera's first social campaign, guiding a small creative team from ideation to execution. The campaign was built on a key insight: during the learning journey, the student becomes the teacher without realizing it. The idea was to surprise learners by showcasing how their educational journey inspires and influences those around them, revealed through a thoughtful twist during a seemingly typical learner interview.

With a new campaign came a refreshed look and feel. I helped establish Coursera's new photography art direction—focusing on authenticity, warmth, and humanity—with each photo capturing its own unique learner story.

I developed a fresh campaign look and feel specifically to the idea and concept. This design system highlights the determination of our learners while remaining flexible enough to showcase the Coursera courses that empower their journeys.

In addition to a larger storytelling spot, we want to prompt our audience to share with us what their dream career is by using the "I see myself as _____" filter on Instagram.

This campaign garnered a total of 231,000 impressions and 83,000 video views, which is the highest engagement we have ever achieved for a social campaign at Coursera.

CD - Art: Ben Pang
CD - Copy: Christopher Watkins
Consumer Marketing Director: Emily Keller-Logan
Marketing manager: Iris Wu
Designers: Tiger Zhang, Kinsey Bowser
Production: Blink