There’s something in…the insta fomo
Client: Duolingo // Social, 2024-now
Role: Art Direction, Social Content Creative
What I did:
Led the visual strategy for the Instagram launch, defining a creative direction distinct from our TikTok presence: more crafted, more on-brand.
Directed junior designers on content execution — illustration, animation, and live-action shoots
Created content ideas that stayed on-brand and platform-optimized for Instagram's format and audience
From the end of 2024, our team started the Instagram launch for Duolingo Japan! Even the owl cannot resist the FOMO to be performative on Instagram.
To stand out in the incredibly competitive Japan Instagram game, it takes deep understanding on Japanese social moments, unique humorous twist, and striking visual execution to wow the audience, while staying unmistakably Duo as a brand. Duo has been jacking the algorithm a fashion influencer, a Gyaru, a cosplayer, a comedian who entertains (and teaches) millions of people.
After 1 year of launching, we raked up to over 200K followers, no paid media, only raw humor. The bird is on his way to be an Instagram influencer!
Most things on Duolingo Instagram also happened in my daydream first.
Then I had the chance to push all kinds of execution with illustration, animation, story-rich shooting, and more. It is fun to show our vision to the reels algorithm and haunt our audience with our impeccable work.
Performative Duo in your area:
