Coursera - See the You We See

We started with a personal insight: People often don’t recognize their own growth until someone close reflects it back to them. They didn’t realize they had already gone from student to teacher. But instead of hearing it from us, we let someone even closer deliver the heartful message, their significant other. We filmed it like a typical customer story but surprised our learners by revealing how their loved ones truly feel about their educational journey. The result? People loved it. With no paid budget, it became Coursera’s most-viewed video on YouTube in 2023.

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.

We want our learners to be featured front and center, so I developed a campaign look and feel inspired by the visual style of yearbooks' "Voted Most Likely To...". This design system highlights the benefits of these roles while remaining flexible enough to showcase Coursera courses across all media touchpoints.

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