Duolingo

Between August 2025 and December 2025, I collaborated with a team of people to create a multi-channel campaign for Duolingo that rebranded them as "a cultural passport" for Gen Z. Research indicated that Gen Z was comprised of "Cultural Explorers," who interpret their identity through the use of language and establish meaningful connections with music, fandoms, and other digital communities from across the globe. Therefore, we focused on incorporating culture when developing our strategy for engaging with Gen Z on the topic of language learning.

We conceptualized a collaboration with global artists such as Bad Bunny, Shakira, and BTS to serve as the bridge between emotion and language through music.

Additionally, we expanded the campaign's scope into the "real world" by creating a series of one-time pop-up experiences throughout multiple cities under the title Duofest. This initiative featured performances, partnerships with creators, and in-app real-world challenges, fostering a social and immersive community that promotes learning via Duolingo.

Through social media, we produced content relevant to culture, activated influencers, and created targeted geo campaigns, enabling people worldwide to unite as one community, rather than just using Duolingo as an app.

As a collective of creative executions, our efforts combined were able to position Duolingo as a brand that supports cultural exchange, provides a daily resource for continued engagement, and transforms language learning into a communal experience that should be shared.

Credit: Nate Reiss, Madison Enslow, Abby Lee, Claire Coury