MasterClass’s first-ever BRAND campaign - Today’s the Day - was originally conceived as a response to a key issue for our core target: The “Thrisis.” We knew that many of our audience who were in their late 20’s and early 30’s were feeling stuck, concerned that they weren’t progressing in life or in their careers, and facing a moment of paralysis. We knew MasterClass could provide an antidote, with classes designed to help people become lifelong learners, whether they want to switch jobs, write a novel, or just make better dinner party conversation. 

 

But just as we were about to film, the pandemic shut the world down and required that we rethink all of our strategy and assumptions in light of massive global shifts. 

 

Historically, we found that periods of great unrest and uncertainty were traditionally followed by a renaissance of creativity and entrepreneurship. And so we made a bet: That consumers would want to seize agency in their growth, exploration, and social contribution and that MasterClass would have a role to play in inspiring and enabling the rebuilding of culture. An audacious goal, for sure, but also a message of positivity, action, and hope during a dark and chaotic time.

 

Today’s the Day launched in May 2020, and ran through the summer. It included Print, TV, OOH, performance, and social channels, a cameo voiceover by Spike Lee, and a call to action to do that thing you’ve always been curious about…and do it TODAY.