Coursera - See the You We See

Imposter syndrome is real, and for Coursera's first-ever social brand campaign, we wanted to remind learners just how amazing they are. But instead of hearing it from us, we let someone even closer deliver the message — their significant other or business partner. 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.

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