Muvipro developed and produced a targeted video campaign for Taaly, a platform that connects language learners with native Dutch speakers. The campaign was designed to shift the platform’s growth strategy by focusing on the recruitment of coaches rather than students, with the objective to inform, motivate, and convince native speakers to join the community.
Our process began with strategic research into user motivations, combining coach feedback, literature on app adoption, and an analysis of Taaly’s existing marketing channels. This allowed us to build a clear understanding of the coach persona and identify the emotional and social drivers behind participation, particularly the importance of human connection, social utility, and performance expectations in influencing adoption.
Based on these insights, we developed a concept centred on three creative pillars: highlighting the personal value coaches gain from meaningful connections, lowering perceived barriers by showing how easily coaching fits into daily life, and strengthening credibility through social validation.
The creative direction focused on emotion rather than rational explanation, resulting in a visually driven campaign without voice-over that emphasises authentic human interaction and cultural exchange. The final concept was validated by the Taaly team and brought to life through production, translating strategy into a compelling narrative that positions coaching not as charity, but as a mutually enriching experience.
Director: Arthur de Weerdt
Producer: Daniel de Weerdt
1st AC: Jonas Baaij
Edit & VFX: Arthur de Weerdt
Talent: Boran Onyil, Anwar Daoud,
Melissa Palanciyan, Shuchees Mita
Special Thanks: Sillafood