client.
client.
Grammarly
agency.
Ghost Note
production co.
Wax & Wane
Grammarly aimed to evolve its visual storytelling by putting humor at the forefront, with the goal of driving deeper engagement and adoption among Gen Z users.
project brief.
In partnership with Google, we conducted in-depth research to inform the development of two distinct yet interconnected commercials for Grammarly’s back-to-school campaign. Our goal was to drive downloads and usage among students by creating lighthearted, engaging content that showcased how Grammarly can help improve academic performance.
We crafted compelling, character-driven narratives around two leads: Brent and Sarai.
Brent’s story tapped into Gen Z’s dual aspirations—climbing the corporate ladder and pursuing entrepreneurial success. We visualized this through two future versions of Brent: one interning at a top marketing agency, the other running his own.
Sarai’s story reflected Gen Z’s passion for social impact. Her narrative centered on environmental advocacy, specifically efforts to save declining bee populations. We also wove in a subtle nod to her connection with Brent, adding continuity and emotional depth.
Together, these stories brought Grammarly’s benefits to life in a format that resonated with a younger audience—fun, aspirational, and relevant.
Grammarly
Future You Thanks You
Grammarly
Craft Your Success Story
results.
To date, our campaign has amassed 170 million views on YouTube, plus millions more on Hulu and Instagram. It successfully drove student adoption of Grammarly as a key college tool while building a strong association between the brand and a playful, humorous tone.
production process.
With only two production days to bring the creative vision to life, we prioritized efficiency and smart planning, especially to execute the visual effect of multiple versions of Brent and Sarai interacting on screen.
To achieve this practically on set, we used a two-camera setup. Camera A was locked off on a tripod to serve as the plate shot for compositing all four versions of each character. Camera B captured alternate angles called for in the storyboard. This approach ensured perfect alignment between takes, and by shooting all versions of each character back-to-back, we minimized wardrobe and makeup resets, saving valuable time on set.
Our practical effects, led by an experienced Production Designer, added memorable impact. In Brent’s spot, we built a breakaway wall that he crashed through “Kool-Aid Man style,” creating a bold and cinematic entrance. For safety and efficiency, design elements were easily swapped for additional takes. In Sarai’s spot, we combined green screen compositing with practical effects to create the illusion of her dropping from the ceiling. To sell the realism, we repurposed debris from Brent’s wall break the day prior and tossed it from a lift into the scene, mimicking falling ceiling tiles.
A critical layer of the campaign was showcasing Grammarly’s product interface clearly and contextually. In post-production, we carefully animated and integrated the UI, making it feel like a natural part of the storytelling, reinforcing the value of Grammarly’s AI-powered support in each character’s academic journey.
behind the scenes
Future You Thanks You
behind the scenes
Craft Your Success Story
project team.
cast.
Brent
Brent Body Double
Sarai
Sarai Body Double
Production Co.
Producer + Director
Script Writer
Script Writer
Script Writer + 1st AD
Executive Producer
Executive Producer
Storyboard Illustrator
Production Coordinator
Key Set PA
PA
PA
Cinematographer
Camera Operator
1st AC (Cam A)
1st AC (Cam B)
2nd AC
Camera PA
DIT
VFX Supervisor
BTS Cinematographer
BTS Photographer
Gaffer
Key Grip (Day 01)
Key Grip (Day 02)
Best Electric
Best Grip
G&E Swing
G&E Swing
Sound Mixer
Boom Operator
Production Designer
Art Director
Construction Coordinator
Scenic Charge
Buyer
Carpenter
Wardrobe Stylist
Stylist Assistant
H&MU
Lead Editor
Assistant Editor
BTS Editor
Colorist
Sound Designer
VFX
Camera Rental
Camera Rental
Lighting Rental
Lighting Rental
Grip Rental
Art Production Co.
Studio Rental
Production Supplies
Coffee
Pastries
Jake Williams
Rylan Pugh
Hedda Riley
Yanina Johnson
Wax & Wane
Sean Valdivieso
Alex Majher
Tristan Kim
Rocco Shapiro
Cristian Bernal
Tre Loren
Nicole Bradley
Michelle Ryman
Sharon Oh
Alec Coutinho
Rayna Sklar
Mario Contini
Wil Hughes
Mada Malone
Cara Tripodis
Vyvy Thai
Jakari Ward
Chris Watkins
Thien Dam
Jason Lindner
Zach Deloach
Kyle Ware
Bryan Tan
Ronen Schechter
Johny Serato
Wes Jones
Kaitlin Williams
Dennis Albert
Victor Chavez
Jeremy Rock
Eliza Chance
Taylor Wynn
Dorian Triga
Joseph Myles
Sophia Kotoswki
Luke Miller
Em Armistead
Isabelle Steig
Naddya Michelle
Rocco Shapiro
Robby Sykes
Almendra Fuentes
N/A
Colton Jackson
Thien Dam
No Usual
Neil Dearman Camera
No Usual
Small Foot Lighting
PC&E
Magnolia Arthouse
Studio Space Atlanta
Atlanta Set Supplies
Muchacho
Little Tart Bakeshop