Faced with the need to combat streaming fatigue and support consumers returning to a "new normal," we focused on carving out a distinct, ownable positioning for MasterClass - a “category of one” - complementary, not competitive to entertainment streaming platforms. The goal was to drive brand distinction through the idea of "doing." MasterClass gives you the inspiration to do that thing you always wanted to do, the knowledge and insight for you to do it better than you ever imagined you could, and the motivation for you to get started today.

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Sure, you've watched a MasterClass. Now what are you going to do with it?

 

Filmed primarily in Sofia, Bulgaria using a combination of live action, class footage, and CGI magic. The campaign also included print, OOH, and digital media.