ETS - TOEFL

| Art Direction | Design | Animation | Social |

Agency: MRM for Health Creative Teammates: Kevin Cahillaine

Test of English as a Foreign Language is a standardized test to measure the English language ability of non-native speakers wishing to enroll in English-speaking universities. The test is accepted by more than 11,000 universities and other institutions in over 190 countries and territories. I worked as the lead Art Director on this brand bringing organic and paid social (Instagram posts/stories, FaceBook, LinkedIn), digital banners, campaigns, and educational videos to life.

Organic social posts - posted on the toefl official instagram

All concepts were created within the TOEFL brand meeting all ETS guidelines. I had the opportunity to animate all of the posts above as well as concepting & designing them.

 

the TOEFL Advantage - OLV

The goal of these OLV’s was to generate awareness of the TOEFL Test advantages among our target audience, encouraging test preference and registration by serving them to the brand’s global markets. All videos aim to be entertaining, approachable and empowering all while conveying confidence, realistic optimism, and a sense of encouragement/support for the test taker. We were able to communicate test advantages and challenge misconceptions/perceptions through these videos by featuring comments and visuals of the “other test”.

 

Digital Banners

Intended to attract traffic to the TOEFL website to learn more and urge students to register for the test - at home or in a test center.

 

TOEFL COMPETITIVE CONCEPTING:

The Change-Makers of the Future - Who takes the TOEFL® test? A higher-caliber student. Talented, hard-working people who desire to make an impact on the world. Their standards are higher, so they choose a higher-standard test from the non-profit passionate about the transformative power of education. Now, together, let’s amplify our calling, creating a movement that contributes to the greater good right from day one. Tackling an issue common to all corners of the world. And making it part of the TOEFL test achievement. The first of many feats on the path to true purpose.

  • Executions:

    • Big initiatives to address global issues together.

    • Let’s impact the plastic problem and empower education all at once.

    • Test takers can bring plastic water bottles to the test center. ETS will facilitate recycling them into furniture and playgrounds for schools in underdeveloped areas all over the world.

    • A documentary featuring test takers and showing the results of their united purpose

It Matters What You’re Made Of - Just getting into a program abroad is one thing. Having the skills to thrive in the classroom and beyond takes another level of preparation. A stronger resolve. A greater depth of character. Students and admissions officers worldwide have discovered the truth—only the TOEFL® test measures up. It is an essential building block of success. For tenacity, talent, and the brightest stars of the future, you’ve got to have the ‘T’.

  • Executions:

    • Gameify within the TOEFL app - Something with words like TOEFL’s version of Wordle/Scrabble (allows students to practice their spelling as well)

    • Installations and displays

‘T’ Time - Short for TOEFL® Time, this assertive call to action showcases our ‘T’ mark to become synonymous with kicking things into high gear to change life for the better. When it’s T time, it’s time to get to work, to put your skills to use and really shine, which is what TOEFL test takers know how to do best.

  • Executions:

    • ‘T’ Time Podcast featuring discussions with highly-successful professionals who took the TOEFL test to get where they are now

    • Big ‘T’ installation on campuses and town centers

    • “Real-Time” targeting to prompt or reward study time

    • Installation: Unbranded, interactive journey, a la the game of Life. A path to walk through, making decisions along the way that impact direction and destination.