CREATIVE DIRECTOR

DUOLINGO MUSIC

We promoted Duolingo's new music course... through the Kendrick & Drake beef. 

The Friday before the Super Bowl, we entered the conversation by drawing similarities between us and Drake.
The Friday before the Super Bowl, we entered the conversation by drawing similarities between us and Drake.
Then, during Kendrick Lamar's Super Bowl halftime show, we posted a video of our characters singing the song right as he began to perform "Not Like Us", his Drake diss track.
Then, during Kendrick Lamar's Super Bowl halftime show, we posted a video of our characters singing the song right as he began to perform "Not Like Us", his Drake diss track.

I coded this video in a day, allowing us to spend $0 on the production.

Then, we put the nail in the coffin by posting this video. We garnered 50M views across all assets with a $0 spend, effectively hacking the Super Bowl.
Then, we put the nail in the coffin by posting this video. We garnered 50M views across all assets with a $0 spend, effectively hacking the Super Bowl.
This campaign totaled 2B impressions, majority through earned media and user generated content from around the globe.
This spot ran during the Oscars 2017, the first ad from the brand in nearly a decade. 
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CLICK TO PLAY CASE STUDY
We announced the Oreo x Super Mario collaboration with a simple musical film that inspired fans and garnered over 2M views in 24 hours.
Photographed by Munachi Osegbu
THE Core of the campaign was a K-Pop inspired music video and with an original track encouraging people to learn Korean.
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Music Video directed by Kimberly Stuckwisch
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The illustrated phrases came from an original, on the spot freestyle.

My hidden talent is breaking the rules.