Full Disclosure: We Used Grammarly In Writing This Case Study
Most artificial intelligence is a thing of science fiction authors, doomsday theorists, and episodes of X-Files. If used for good, AI also has the ability to transform and improve human lives. Case in point: Grammarly. It improves your grammar, enhances your word choice, and makes your writing more concise across writing platforms. AI that makes writing case studies easier? Sounds a lot better than that computer Matthew Broderick got mixed up with 1983’s War Games.
We were asked to visually illustrate Grammarly’s advanced writing enhancement technology within the context of a series of live-action explainer videos. We highlighted its diversity in usage to get the word out to viewers about how Grammarly makes anyone a better writer. Including us, which is no small feat.
Helping You Write, Across All The Platforms
Grammarly is useful for different people writing different things in different places. Our primary job was to demonstrate the multi-purpose feature set of Grammarly, from composing emails or text messages to writing essays. We shot on location in Seattle, using City Hall and the Seattle Public Library in an effort to establish a diverse roster of locations — a downtown office space, a small interior design business, a home office, a college lecture hall, and more.
The campaign shows how Grammarly was designed to benefit anyone writing on a digital device with multiple points of accessibility.
The Grammarly UI
One of the main design challenges of these spots was to illustrate to viewers how Grammarly’s user interface works on computers and mobile devices. We worked through a reinterpretation and simplification of the UI with quick commercial readability in mind, while still maintaining the general look and feel of the brand. The idea was to use motion graphics to enlarge the text and UI, showcasing how Grammarly is a useful digital companion that makes writing easier at home or on the go. To this end, most of the UI elements were tracked into the footage, floating to the side of talent as they used Grammarly.
The execution of this assignment contained a lot of details that required us and the folks at Grammarly to work as a team to guide the scope and scale of the project. It gave us a unique opportunity to understand how Grammarly’s advanced features work. This project’s success was due in large part to everyone being accountable and constructive with their creative solutions.
A Sum of its Parts
The collaboration with the creative team at Grammarly was a pleasure. It led to some quality work we can all stand behind, but also an effective set of content videos Grammarly can use to attract new users and inform them about their platform. We look forward to seeing Grammarly grow as they continue to expand the scope of writing feedback they offer and refine their own online editor for their over 15 million users. It’s an amazing toolset and one worth calling attention to. If we helped a few people craft a convincing resume out there, then we call that a success.