Luddites

Codecademy is an interactive online learning platform that helps people use technology to do their jobs better. But what happens when technology starts to become, well, a little bit scary? We’re all feeling that these days with the proliferation of artificial intelligence. How do you reassure people who are stuck in their ways that not only is AI becoming part of our daily office lives, but it should be embraced and can be used productively? 

Working directly with Codecademy’s in-house creative team, we leaned into the fear – and then turned the dial up even further. We created scripted scenarios featuring office “luddites” who, because of their fears of new technology, remain attached to old ways of doing things. Filming in a real office, our production designer created juxtapositions that clearly played up old vs new. These environments allowed our actors to become fully absorbed in their characters – and this allowed Codecademy to shine as the answer to all of their problems.