THE BRIEF
 

There was no brief. At least, not in the beginning.

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We set out to film a case study for Imagine Learning's literacy programme, focusing on a school district, real teachers, and measurable results. The initial business goal was to create content that would drive brand awareness and support lead generation, using success stories to demonstrate measurable impact to potential clients. It was supposed to be standard content marketing, but the interviews we captured were anything but standard. These people had stories that deserved more than a two-minute product video.

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I took the recordings home and listened to them as I did the dishes. That’s when I realised... this should be a podcast.​ I put together a team to turn this into a pilot: a documentary series exploring the science of reading, following real districts as they navigated change. Partnering with the Director of Strategic Marketing, we pitched it to leadership, and the idea landed. Not only did they greenlight the project, they elevated it to become the company's flagship multimedia brand platform.

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 American classrooms were facing more challenges, like staffing shortages, shifting mandates, public scrutiny, and uneven support, so the timing was perfect. Change was everywhere, the stakes were high, meanwhile, most educational content was filled with surface-level teacher appreciation and feel-good stories.

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There was a real need for honest, meaningful content that showed what education is really like. We didn’t want to make Imagine Learning the hero or turn a product pitch into a personal story. Instead, we provided a platform for educators to share their stories, building trust and helping people feel connected.