Client: N2Y
Agency: Superside as Concept Lead & Account Lead role
Year: 2024
Project: Integrated Digital Campaign — Strategy, Concept & Creative Direction
My role: Concept Lead and Account Account Lead —responsible for concept development, storytelling strategy, AI art direction, and campaign supervision. Defined the visual and narrative system, led the creative team, and ensured creative consistency across all touchpoints
Brief
In the U.S., reading scores are declining — and for students with unique learning needs, the gap is growing.
n2y, a leader in special education technology, wanted to spotlight its Unique Learning System (ULS) — a curriculum grounded in the Science of Reading methodology that helps educators build foundational literacy and independence in every student.
The task: create a digital campaign that made the issue human, positioned ULS as a real solution, and drove registrations and qualified leads for a national webinar.
Note:
At the time, n2y had no established visual or tone guidelines. Through this and subsequent campaigns, we gradually shaped the brand’s art direction and emotional voice — building a consistent, human-centered identity now recognizable across all touchpoints.
Big Question
How can we create a single powerful visual that says it all — capturing the journey of special education students and the solution that helps them build their futures?
Solution
We created an emotional-first, education-second campaign —
“Words Lead to Other Worlds.” At its core, the idea was simple:
every time a learner conquers a new word, a new possibility opens — confidence, connection, independence.
Each child’s shadow revealed the future they could one day reach — a visual metaphor for how reading transforms potential into reality.
With a limited budget, we turned AI into a creative ally, using it to pre-visualize environments and shadows before refining through design and retouching — ensuring emotional authenticity and brand integrity.
This approach allowed us to build a full-funnel campaign — from awareness to conversion — combining premium storytelling and craft with minimal production resources.
More than a campaign, it became a visual storytelling system that evolved with n2y’s literacy mission and shaped its brand identity over time.
Impact
→ Reframed literacy from a statistic into a story of transformation — connecting emotionally with educators across the U.S.
→ Helped position ULS as the trusted, research-based solution for special education classrooms nationwide.
→ Generated strong campaign performance and significant webinar registrations — proving that emotional storytelling converts.
→ Demonstrated how AI-driven creativity, guided by strong art direction, can turn a limited budget into a big idea — elevating both perception and results.
Client: N2Y
Agency: Superside as Concept Lead & Account Lead role
Year: 2024
Project: Integrated Digital Campaign — Strategy, Concept & Creative Direction
My role: Concept Lead and Account Account Lead —responsible for concept development, storytelling strategy, AI art direction, and campaign supervision. Defined the visual and narrative system, led the creative team, and ensured creative consistency across all touchpoints
Brief
In the U.S., reading scores are declining — and for students with unique learning needs, the gap is growing.
n2y, a leader in special education technology, wanted to spotlight its Unique Learning System (ULS) — a curriculum grounded in the Science of Reading methodology that helps educators build foundational literacy and independence in every student.
The task: create a digital campaign that made the issue human, positioned ULS as a real solution, and drove registrations and qualified leads for a national webinar.
Note:
At the time, n2y had no established visual or tone guidelines. Through this and subsequent campaigns, we gradually shaped the brand’s art direction and emotional voice — building a consistent, human-centered identity now recognizable across all touchpoints.
Big Question
How can we create a single powerful visual that says it all — capturing the journey of special education students and the solution that helps them build their futures?
Brief
In the U.S., reading scores are declining — and for students with unique learning needs, the gap is growing.
n2y, a leader in special education technology, wanted to spotlight its Unique Learning System (ULS) — a curriculum grounded in the Science of Reading methodology that helps educators build foundational literacy and independence in every student.
The task: create a digital campaign that made the issue human, positioned ULS as a real solution, and drove registrations and qualified leads for a national webinar.
Note:
At the time, n2y had no established visual or tone guidelines. Through this and subsequent campaigns, we gradually shaped the brand’s art direction and emotional voice — building a consistent, human-centered identity now recognizable across all touchpoints.
Big Question
How can we create a single powerful visual that says it all — capturing the journey of special education students and the solution that helps them build their futures?
Brief
In the U.S., reading scores are declining — and for students with unique learning needs, the gap is growing.
n2y, a leader in special education technology, wanted to spotlight its Unique Learning System (ULS) — a curriculum grounded in the Science of Reading methodology that helps educators build foundational literacy and independence in every student.
The task: create a digital campaign that made the issue human, positioned ULS as a real solution, and drove registrations and qualified leads for a national webinar.
Note:
At the time, n2y had no established visual or tone guidelines. Through this and subsequent campaigns, we gradually shaped the brand’s art direction and emotional voice — building a consistent, human-centered identity now recognizable across all touchpoints.
Big Question
How can we create a single powerful visual that says it all — capturing the journey of special education students and the solution that helps them build their futures?
Solution
We created an emotional-first, education-second campaign —
“Words Lead to Other Worlds.” At its core, the idea was simple:
every time a learner conquers a new word, a new possibility opens — confidence, connection, independence.
Each child’s shadow revealed the future they could one day reach — a visual metaphor for how reading transforms potential into reality.
With a limited budget, we turned AI into a creative ally, using it to pre-visualize environments and shadows before refining through design and retouching — ensuring emotional authenticity and brand integrity.
This approach allowed us to build a full-funnel campaign — from awareness to conversion — combining premium storytelling and craft with minimal production resources.
More than a campaign, it became a visual storytelling system that evolved with n2y’s literacy mission and shaped its brand identity over time.
Impact
→ Reframed literacy from a statistic into a story of transformation — connecting emotionally with educators across the U.S.
→ Helped position ULS as the trusted, research-based solution for special education classrooms nationwide.
→ Generated strong campaign performance and significant webinar registrations — proving that emotional storytelling converts.
→ Demonstrated how AI-driven creativity, guided by strong art direction, can turn a limited budget into a big idea — elevating both perception and results.
U.S. math scores have reached a historic low and students with disabilities are falling beind by nearly 40 points.
For decades, these learners have faced the same barrier: rigid systems, limited resources, and teaching tools that don't reflect how they learn.
It wasn't just a data problem.
It was a human problem disguised as number.
U.S. math scores have reached a historic low and students with disabilities are falling beind by nearly 40 points.
For decades, these learners have faced the same barrier: rigid systems, limited resources, and teaching tools that don't reflect how they learn.
It wasn't just a data problem.
It was a human problem disguised as number.
U.S. math scores have reached a historic low and students with disabilities are falling beind by nearly 40 points.
For decades, these learners have faced the same barrier: rigid systems, limited resources, and teaching tools that don't reflect how they learn.
It wasn't just a data problem.
It was a human problem disguised as number.
Insight
Insight
When we are trying to solve any kind of math problem, sometimes things go wrong.
The solution is to change the equation and try again.
The same applies to the U.S. Teens’ Math Score. When teachers have the right tools, students learn differently — and together, we truly can change the results.
When we are trying to solve any kind of math problem, sometimes things go wrong.
The solution is to change the equation and try again.
The same applies to the U.S. Teens’ Math Score. When teachers have the right tools, students learn differently — and together, we truly can change the results.
When we are trying to solve any kind of math problem, sometimes things go wrong.
The solution is to change the equation and try again.
The same applies to the U.S. Teens’ Math Score. When teachers have the right tools, students learn differently — and together, we truly can change the results.
Concept &
Art Direction
Concept &
Art Direction
The campaign idea — “Changing the Equation, Together” — transformed alarming math data into a visual language educators could instantly recognize.
Using the same tools found in special education classrooms — blocks, tangrams, erasers, and rulers — we turned familiar objects into symbols of both the problem and the solution.
A system warm enough to feel human, simple enough to scale, and bold enough to stop a scroll.
This system scaled seamlessly across Meta, Google Display, email, and webinar materials, creating a consistent and recognizable identity for n2y’s math initiatives.
The campaign idea — “Changing the Equation, Together” — transformed alarming math data into a visual language educators could instantly recognize.
Using the same tools found in special education classrooms — blocks, tangrams, erasers, and rulers — we turned familiar objects into symbols of both the problem and the solution.
A system warm enough to feel human, simple enough to scale, and bold enough to stop a scroll.
This system scaled seamlessly across Meta, Google Display, email, and webinar materials, creating a consistent and recognizable identity for n2y’s math initiatives.
Awareness
Phase
Awareness
Phase
Making the crisis visible.
Math progress erased. Scores collapsing. Make the data impossible to ignore — using classroom tools to visualize the national math decline.
Objective: spark recognition and urgency among educators and decision-makers.
Making the crisis visible.
Math progress erased. Scores collapsing. Make the data impossible to ignore — using classroom tools to visualize the national math decline.
Objective: spark recognition and urgency among educators and decision-makers.
CONSIDERATION
Phase
CONSIDERATION
Phase
Next, we shifted from emotion to credibility.
Through downloadable whitepapers, infographics, and resource-led content, we highlighted how n2y’s math solutions empower teachers to close the gap lesson by lesson.
Visuals used the tools of special-education classrooms to symbolize connection and teamwork.
Next, we shifted from emotion to credibility.
Through downloadable whitepapers, infographics, and resource-led content, we highlighted how n2y’s math solutions empower teachers to close the gap lesson by lesson.
Visuals used the tools of special-education classrooms to symbolize connection and teamwork.
Conversion
Phase
Conversion
Phase
Finally, we drive educators to take action with urgent messaging and a final invitation to the webinar.
Here, the visual focus shifted from problem to progress — showing that when educators work together, every learner can improve.
Consistency built trust. Trust drove sign-ups.
Finally, we drive educators to take action with urgent messaging and a final invitation to the webinar.
Here, the visual focus shifted from problem to progress — showing that when educators work together, every learner can improve.
Consistency built trust. Trust drove sign-ups.
In a category where emotional impact often relies on children’s faces,
we proved that empathy can be built through ideas — not clichés.
Sometimes it only takes the tools already sitting on a teacher’s desk,
smart storytelling, and a visual language educators could see themselves in.
In a category where emotional impact often relies on children’s faces, we proved
that empathy can be built through ideas — not clichés.
Sometimes it only takes the tools already sitting on a teacher’s desk,smart storytelling, and a visual language educators
could see themselves in.
In a category where emotional impact often relies on
children’s faces, we proved that empathy can be built
through ideas — not clichés.
Sometimes it only takes the tools already sitting on a teacher’s desk,smart storytelling, and a visual language educators
could see themselves in.
The
Impact
194k
impressions on Meta in 1 month
The campaign reached 194,000 people on Meta alone in the first month — which, for a niche audience like special education admins and teachers, means we didn’t just spray—we hit the right people with a message that made the math gap feel real and urgent.
4.83%
CTR on Meta ads
A performance well above platform benchmarks, proving that data-driven storytelling — when made tangible and emotional — drives engagement.
18%
increase in social traffic
Across social, n2y saw an 18% increase in sessions and deeper engagement (9% more engaged sessions, +6.4% views per session).
Translation: the campaign didn’t just get attention — it moved educators into n2y’s ecosystem, warming them up for webinar signups and resource downloads.
The
Impact
194k
impressions on Meta in 1 month
The campaign reached 194,000 people on Meta alone in the first month — which, for a niche audience like special education admins and teachers, means we didn’t just spray—we hit the right people with a message that made the math gap feel real and urgent.
4.83%
CTR on Meta ads
A performance well above platform benchmarks, proving that data-driven storytelling — when made tangible and emotional — drives engagement.
18%
increase in social traffic
A performance well above platform benchmarks, proving that data-driven storytelling — when made tangible and emotional — drives engagement.
The Impact
194k
impressions on Meta in 1 month
The campaign reached 194,000 people on Meta alone in the first month — which, for a niche audience like special education admins and teachers, means we didn’t just spray—we hit the right people with a message that made the math gap feel real and urgent.
4.83%
CTR on Meta ads
A performance well above platform benchmarks, proving that data-driven storytelling — when made tangible and emotional — drives engagement.
18%
increase in social traffic
A performance well above platform benchmarks, proving that data-driven storytelling — when made tangible and emotional — drives engagement.
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