MasterClass needed a new brand line and a :60 anthem spot to launch it. They wanted the campaign to not just be about their world-class instructors but all the things you can do with that world-class knowledge.
Alex Barrett and I came up with the new brand platform NOW YOU and helped them show off as many instructors as possible — Using only existing MasterClass footage and weaving the entire story together. The spot features Gordon Ramsay, Lewis Hamilton, Alicia Keys, Helen Mirren, Martin Scorsese, Anna Wintour, Simone Biles, Ringo Starr, & Serena Williams. Now You.
Agency: Anomaly LA
Creative Directors: Conor Hagan / Cori Johnson
Producer: Cameron Ford
Director: Hauke Hilberg
Production Co: Logan