Duolingo | Creative at Scale
Duolingo's creative has to work everywhere, from a thumb-stopping paid ad to a global brand moment.
For seven years, I've worked alongside Duolingo's internal team, CRAFTSMAN+, and Wieden+Kennedy to build and evolve a creative system that can move fast, scale globally, and still feel unmistakably Duolingo.
Senior Designer · Twigeo
Duolingo · CRAFTSMAN+ · Wieden+Kennedy
Built to Scale
The challenge wasn't making one great ad. It was building a system that could produce thousands of them without losing the brand.
We developed modular creative across:
paid social and performance
motion and product demonstrations
App Store and product surfaces
localized creative across 30+ languages
From Testing → Scale
We created a constant feedback loop.
We tested messaging, formats, audiences, and visual approaches, then carried those learnings into larger campaigns and new markets.
The system was built so ideas could be tested quickly, learned from, and scaled without starting from scratch.
Tools + Build
To support this, we helped scope and build a system within After Effects that allowed for rapid iteration.
Expressions enabled:
quick swapping of UI elements
consistent formatting across variations
faster production without sacrificing control
This made testing not just possible — but efficient.
Applications Across Surfaces
The same learnings carried into product-facing surfaces like the App Store.
I helped design assets that reflected what we knew worked, aligning brand expression with proven performance insights.
