With the rise of AI language models, Grammarly faced a potential decline in student usage. To stay competitive, the brand needed to reposition its latest integrated AI as a comprehensive, end-to-end writing solution.
project brief.
To showcase the power of Grammarly’s new AI-powered writing tool, we created The Writing Journey—a campaign centered around three short, character-driven spots that follow students through key stages of essay writing. The goal was to highlight Grammarly as more than a grammar checker, positioning it as an intelligent, end-to-end writing assistant that supports everything from brainstorming and drafting to editing and citation management.
Skyler, a dedicated biochemistry major, is preparing for their thesis but feels overwhelmed by too many great ideas. Grammarly’s AI helps kickstart the ideation process by generating a clear outline to guide their research.
Molly, an entrepreneurial business student, struggles to keep her storytelling focused while developing a pitch with her classmate. Grammarly helps streamline her ideas, making their presentation sharp, concise, and effective.
James, a meticulous student with a strong grasp on research and writing, needs help organizing his citations for a complex thesis. Grammarly ensures he stays accurate and efficient, allowing him to focus on the quality of his work without getting bogged down by formatting.
Each story reinforces Grammarly’s role as a comprehensive, AI-powered writing companion—empowering students to write with clarity, confidence, and control, all in one place.
Grammarly
Elevate Your Research Paper
Grammarly
Let Your Ideas Shine Through
Write A Winning Essay
Grammarly
results.
The campaign has garnered over 230 million views on YouTube, with millions more across Hulu and Instagram. It successfully positioned Grammarly as a trusted, student-friendly AI writing solution—providing academic support embraced by both students and educational institutions.
production process.
To reinforce Grammarly’s role as an end-to-end writing solution, we designed a set layout that visually mirrored the writing journey, beginning and ending in the same space.
Our concept centered around a circular flow, allowing characters to move seamlessly through four distinct “rooms,” each representing a different stage in the writing process. This continuous loop emphasized how Grammarly supports students from start to finish. The set was crafted with flexibility in mind. Each scene was staged in a different corner of the space, and the “home” environment shifted daily to keep the visuals fresh across the campaign’s multiple spots. To minimize production downtime and control costs, all set pieces shared the same framing, enabling efficient daily transitions with minimal resets. A key creative element was the intentional exposure of the set itself. We broke the fourth wall and showcased behind-the-scenes elements to reinforce the campaign’s playful tone and to subtly mirror the transparency and support Grammarly offers in the writing process.
Filming a digital product also presented a unique challenge: integrating the Grammarly UI effectively. To solve this, we had our VFX artist on set creating real-time mockups of supers and overlays. This allowed us to frame shots with precision and ensure seamless post-production integration of the product interface.
behind the scenes
Elevate Your Research Paper
behind the scenes
Let Your Ideas Shine Through
behind the scenes
Write A Winning Essay
project team.
cast.
Skylar
Molly
Bernardo
James
Voice of Grammarly
Casting Director
Casting Director
Production Co.
Producer + Director
Script Writer
Script Writer
Script Writer
Script Writer
Executive Producer
Assistant Producer
Storyboard Illustrator
Production Coordinator
PA
PA
Cinematographer
Crane Operator
Crane Tech
Stabilized Head Tech
1st AC
2nd AC
Camera PA
DIT
VFX Supervisor
Tiny Mic Cinematographer
BTS Cinematographer
BTS Photographer
Gaffer
Key Grip
Best Electric
Best Electric
Best Grip
Grip 3rd
G&E Swing
G&E Swing
G&E Swing
G&E Swing
G&E Swing
G&E Swing
Sound Mixer
Boom Operator
Production Designer
Art Director
Construction Coordinator
Art Coordinator
Set Decorator
Scenic Charge
Carpenter
Carpenter
Carpenter
Carpenter
Set Dresser
Art PA
Art PA
Studio Manager
Wardrobe Stylist
H&MU
Legal Advisor
Lead Editor
Assistant Editor
Assistant Editor
BTS Editor
Colorist
Sound Designer
VFX
Camera Rental
Camera Rental
Crane Rental
Lighting Rental
Lighting Rental
Art Production Co.
Studio Rental
Production Supplies
Coffee
Breakfast
Lunch
Stephanie Hong
Madeline Marconi
Bryan Gael Guzman
Leviticus Starr
Jeremiah Foltz
Rita Harrell
Brian Beagle
Wax & Wane
Sean Valdivieso
Costa Karalis
Hannah Alline
Madison Hatfield
Rocco Shapiro
Tre Loren
Mikkoh
Nicole Bradley
Molly McIlhargey
Almendra Fuentes
Ysa
Cristian Bernal
Jeff Curtis
Matt Alexander
Zach Junquera
Mattews Dinelson
Mada Malone
Kaitlin Williams
Chris Watkins
Thien Dam
Paul Nguyen
Jason Lindner
Rachel Lanquist
Kyle Ware
Luan
Eric Deren
Evan Williams
Wes Jones
Lonnie Poole
Dennis Albert
Alejandro Valdez
Patricia Valadao
Joel Ferguson
Jeremy Aquino
Alex Therrien
Victor Chavez
Jeremy Rock
Eliza Chance
Taylor Wynn
Dorian Triga
Johnny Tagney
Sophia Kotoswki
Joseph Myles
Luke Miller
Stephen Luscre
Candler Woods
Conner Shirley
Maddy Spruell
Sally Vaughan
Katie Rocheleau
Daniel Minchew
Em Armistead
Haley Dani
Caroline Herrera
Rocco Shapiro
Colin Babcock
Ryan Hopkinson
Rocco Shapiro
Brian Singler
Colton Jackson
Thien Dam
No Usual
Off World Films
Cine Moves
No Usual
Lu Rentals
Magnolia Arthouse
Studio Space Atlanta
Set Supplies
Muchacho
Little Tart Bakeshop
Pala Bakery