Codecademy needed new testimonials. The challenge was to leverage our strong pool of brand advocates to not only obtain new learners — but also to build our brand.

To do this, we leaned into three of our brand pillars: community, inclusivity, and possibility. The results are videos that paint a picture of what makes a person’s life meaningful and how their newfound career enables that life. Deliverables included 60 second hero spots, and a wide variety of cutdowns for paid social. Theses ads became our longest-running series, with 12 people featured across two years of production, and became the bedrock of our ad mix.

​

In crafting the look and feel of this franchise, we wanted to go beyond the timeworn, interview-style testimonial, into a world that felt more authentic, warm and exciting. We employed a "behind the scenes," mixed-media approach to create intimacy and add color to these spots, truly capturing the spirit of each individual's journey.