IDP Education: “More People Succeed with IELTS”

The brief

IDP wanted short-form video for paid social and YouTube that would strengthen IELTS with three groups: people taking the test to study, to work or to migrate, each at a different stage of deciding.

What I did

• Set out several creative directions, from a single hero film to a comparison series, and recommended building the campaign around real test takers and what IELTS offers, rather than a comparison with a competitor. IDP’s marketing team adopted it.
• Developed the concept with the team around IELTS’s face-to-face speaking test, and the idea that a successful move starts with a conversation.
• Co-wrote the three scripts with Aras: a shared opening and close, with a different middle for each audience IDP defined, grounded in real test takers’ experiences. IDP reviewed them.
• Designed and shot one continuous forward camera move as the device for all three films, carrying each person from the test to the life that followed, so the set read as one campaign.
• Worked alongside Aras Petrasiunas, an emerging director Latitude brought on to direct, while I held the concept and the camera.

Outcome

IDP ran the paid media and reported 3,000,000 reach on Meta at $21.69 per acquisition. On YouTube the three films had more than 91,000 public views combined by July 2026: 46,000 for study, 28,000 for career and 17,000 for migration. Latitude delivered 15 and 30 second versions in several aspect ratios for web and social.

Strategy, audiences, paid media and script review: IDP's IELTS Australasia marketing team. Scripts: Cameron Dunlop and Aras Petrasiunas. Direction: Aras Petrasiunas. Production: Latitude Video Production.