Project One:

The One Club for Creativity, Young Ones Student Awards

Marist Advertising Association

The brief submitted by Duolingo asked to build a campaign centered around Gen Z and Millennials to create a buzzworthy idea that tapped into a fandom that helps them get more out of what they love.

I felt that anime fans were a perfect target audience for the campaign. Anime fans already have a close connection to the Japanese language and culture, and their only problem was the need for subtitles to understand what the characters were saying. Our insight was based on the idea that those who feel disconnected and need a community and those who are lost want to be found.

Collectively, my partner and I developed a competition that would partner with the NYC Anime Expo and see six lucky anime fans save lost anime characters throughout NYC.

For the case study video, I worked on the branding, the script, and the voiceover; I drew the Duo, the Duolingo bird, and Waru and did all the animations.