CreativeLive is an online learning platform that focuses on creative education. It offers classes in Art & Design, Photo & Video, and more. The core goal of CreativeLive is to enable creators to, well, create. There are so many opportunities for skilled makers these days, but so many obstacles that keep these people from taking the plunge and doing what they love. Since joining CreativeLive, it's been my pleasure to communicate this specifically to visual artists, illustrators, and graphic designers. And what better way to inspire a community of makers than to make a bunch of really cool stuff?
CASE STUDY - 28 to make
WHAT I DID: CONTENT STRATEGY, creative direction, partnerships
Shortly after I joined CreativeLive, my partner Lara and I decided we needed to do something big – we needed to let designers know that we were there and that CreativeLive was for them. We decided that, rather than going to the design community and asking for their respect, attention, and money, we'd go to them with a challenge that we'd also give to ourselves: make something awesome every day. We'd give designers fresh, free content that helped them get back in the habit of creating something every day.
To help the get word out, we tapped a few of our design heroes (who happen to be our friends – Kate Bingaman-Burt, Erik Marinovich, and Ryan Putnam) and invited them to come up with 5 design project assignments each. We'd film them giving the assignments and deliver them to our audience every day for 28 days. We also partnered with a few brands to help everyone feel inspired in their daily making: Field Notes, Tattly, Fonts.com, and Creative Market.
Within a couple of weeks of launch, over 20,000 students from 120+ countries signed up to make something every day. These students have shared over 10,000 pieces of original artwork on Instagram with #28toMake. We've gotten letters and emails from students telling us how the project lead them to rediscover their love of drawing or, in some cases, quit their job. Was the project a success for the business? By every possible measure. More importantly, it was a success for the people who remembered what it felt like to create.
As the launch of 28 to Make drew to a close, we knew we had to do something to keep the momentum going. Makers were reaching out through emails, comment threads, and tweets, asking what they should do to maintain their daily habit. We saw an opportunity here to keep the conversation going while also acquainting these new students with more of the CreativeLive brand. We decided to produce a new project idea video every week that would tie back to a CreativeLive course or resource. This has been a powerful tool for inspiration and engagement in the wake of 28 to Make's success.