As the B2B space became increasingly important for Codecademy, we needed to create ads that recognize the perspective of the person actually buying our B2B product without alienating the end user. To do that, we latched onto something that’s relatable and disarming to managers and IC’s alike — the workplace mockumentary.

For this series of CTV and paid social ads, we took inspiration from shows like The Office, Parks and Rec, and Abbott Elementary, as well as the movies of Christopher Guest. By giving our wonderful actors the freedom to improvise beyond the written script, we gave ourselves plenty to work with in the editing room. The result was a versatile ad series that performed well with both our B2B and B2C audiences.