✨   Nearly 700% growth in Linkedin Engagement, 87% increase in YT subscribers within 1 month, 15 lessons, upskilling 1100+ women and non-binary people  ✨
My role:
Creative Director & Project Director
Product Owner
AI artist
Producer & Editor
Upskilling opportunities are rare for women, non-binary, POC, and disabled talents. LinkedIn's 2025 Workplace Learning Report found 49% of learning and talent development professionals see a skills crisis, yet 91% agree continuous learning is crucial.

Recruiting, leading and managing a team of 25 volunteers and partners, I created Night School by SheSays—accessible, barrier-free upskilling at scale.
7%
Engagement Rate on LinkedIn
+700% vs previous month
2- 3% is the industry average
27.7%
Impressions on LinkedIn
vs 3% industry average
1100
Registered Students
vs Goal of 1000
87%
Increase in YouTube subscribers
(as of 30 days after live
97.3% are new to Shesays)
THE PRODUCT:

A free online bite-sized edutainment series, helping creatives thrive. Part educational, part entertaining, and part inspirational.
Four weeks of lessons on LinkedIn covering communication, problem-solving, productivity, and future-readiness.
15 hand-picked unconventional mentors: a Dominatrix, a real-life Mermaid, a Samurai Deshi, a curator and Egyptologist at The British Museum etc.

THE ART DIRECTION:

Night School thrives on contrasts: gothic mysticism meets dark academia and retro counterculture. Warm b&w visuals, VHS grain, occult motifs, and blackletter calligraphy with Y2K nostalgia.
Campaign launch video - I wrote the script, voiced it & blended real footages with AI clip
4 promo videos to promote the 4 key themes
AI TOOLS:

Multiple AI tools were used throughout the project to support humans' creativity, from the start with our research and strategy, to music making, scriptwriting and content creation.

I created a series of teasers, assets for the promo video and social content under the dark academia aesthetic.
A small selection of my AI versions with slightly different poses and facial expressions
Assets for other scenes in the Main promo vid
Teasers | We employed otherworldly aesthetics inspired by the image of the witch - an outsider with wisdom and power galore.
THE BRANDING:

Night School needed to be a distinctive brand separate but linked to the SheSays identity. Dark academia-inspired, centred on learning to own your magic. I recruited the witch-obsessed, rebellious Senior Brand Designer Terri Witherden for that contemporary spell.

The identity was built on a tension between the familiar and the fantastical. The inspiration came from both everyday school structures and the otherworldly aesthetics of Tarot and witchcraft.
Insta stories to promote each lesson
LinkedIN carousel posts to promote each week's theme
PR articles
THE MOTION:

Whilst initial static designs were heavily supernatural, our Senior Motion Designer Den Salalzar grounded the design with the messiness of learning through the use of sketchbooks, chalk marks and scribbles.

When animating Nyx, Den key-framed each wing to build in slightly uneven, wobbly movement that he learned from footage of Death's Head Hawkmoths flying. This extra layer of imperfection results in a mascot that feels real and not mechanical.
THE EDITS:

Lesson structure:
1. Intro Graphics: Logo ▸ Title ▸ Mentor Tarot card
2. Hook ▸ Night School signature opening line
3. Mentor Intro
4. Tip
5. Night School signature closing line
6. Outtro Graphics: End scene

Lead Video Editor Faye Wessely designed the template with accessibility in mind: music only at top/tail, digestible pacing, space for subtitles, and on-screen graphics summarising key takeaways.
15 lessons built from self-taped videos by a diverse range of mentors.
We partnered with recruiter Major Players to identify the key skills hiring managers are looking for and the common gaps in applicants. This informed Night School’s programme and how the four modules were grouped.
THE LESSONS:

Pre-recorded lessons were streaming as LinkedIn Live events on week nights at 7:30pm and each week ended with an online Q&A with mentors of the week. Learners can catch up on the lessons whenever it suits.
IRL EVENT:

During Halloween week, we wrapped up Night School's Class of 2025 with an in-person graduation at VaynerMedia EMEA office.
People enjoying Night School

Testimonials

The creative world is changing quickly - technology, business, and employer expectations are all moving at pace, and the skills we need are shifting with them. Our 2025 Salary Census shows 70% of workplace skills are set to change by 2030, with communication, creativity, and adaptability topping the list.

Partnering with SheSays on the Night School initiative gives us a chance to support talent, helping build confidence and the interpersonal skills that really make the difference; and as technology continues to accelerate, it’s these human qualities that will keep our industry resilient, innovative, and open to everyone.
Rosa Rolo
Managing Director @ Major Players
“Night School by SheSays was the career boost I needed, delivered in a way that was truly inclusive. With the format being online, I didn’t have to choose between an industry event and parental duties - I could access the course in my own time.

I also applaud the choice of speakers: it was a breath of fresh air and truly inspirational to hear from creative people outside the advertising industry.”
Silvia Sella
Senior Art Director | Former Head of Design | Ex MullenLowe, Ex Iris
"I absolutely loved the Night School finale event and resources by She Says. It was such a joy to connect with so many genuinely interesting people, and I really appreciated the creative line-up — not creative in the typical sense, but in the way they curated the most fascinating voices to share lessons deeply relevant to the creative industry.

It’s also so helpful to have access to the YouTube playlist too — on-demand guidance on how to be assertive in a boardroom from a dominatrix, or how to communicate simple ideas from a museum curator, was just brilliant. The perspectives were unexpected, refreshing, and incredibly useful. A truly inspiring experience!”
Dale Anne Scogings
Creative Lead @ Canva

The Magic Makers

Every single one of these incredible talents poured so much love, energy and time into bringing the dream of Night School to life. They volunteered hundreds of hours over the course of 12 months, working around the clock, despite their 9-to-5 commitments and family responsibilities.
They really are the magic.

Brand + Motion Designers

Terri Witherden
Den Salazar
Emily Pearson
Tumi Moshou

Researcher + Strategist

Nabila Richardson
Katja Alissa Mueller
Ramona Daniel

Copywriters

Hope Lowe
Jennifer Ho
Charlotte Golzari
Saxony Goodwin

Video Editors

Faye Wessely
Itunu Olowo
Lee Mann
Dan Hodgson

Content Editors

Jarlenn Severino
Soraya Mitchell

Web Developer

Jennifer Vobis

Event Supporters

Danni Nicole
Jennifer Hayashi

Marketing + Social + PR

Partners

Major Players
The Futz Butler
VaynerMedia EMEA
Mikaela Dragon © Creative since 2010. Proud mum of 3 sausage dogs