random phrases

2023
babbel
role: creative direction + concepts

early in the year, i pitched the idea to our paid social team, that i wanted to make a paid social video that barely mentioned our product, to make it work as an organic social video and that wouldn't make people swipe away but rather entertain them.

we focused our efforts on comparing babbel (a paid app) to some of the free language learning apps on the market and proving babbel was the superior product by showing a nonsense conversation between two app users.

the end result were quite amazing, outperforming every other creative we were testing at the time and even older top performers, which resulted in dozens of iterations of the same idea, focusing on real life topics like travel, dating, job interviews, office parties, etc.

mission impossible

meeting the parents

scary story

office party

false friends

job interview