MasterClass

After a few successful years in the US market, Masterclass was about to launch globally. They had to show the world–with as few words as possible–how Masterclass works and how it provides value.  

Their brand line at the time was:

Online Classes from the World’s Best.

It was too on the nose and communicated the product without communicating its real value. 

I decided to go in the other direction. It’s not about the classes, it’s about the decision to try. It’s not about the ‘masters,’ it’s about you. 

We all have the ability to do hard things. While these ‘masters’ may be genetically predisposed to greatness in their respective fields, to me it seemed that they actually lack one thing the rest of us have: fear. They have put the fear of failure aside and decide to focus deeply on the skill they care most about. That’s their magic. And that’s what people log in to learn. 

I wrote two words with a total of 6 characters to get right to the point. These experts have taken the time and taken the risk to develop their skills:

NOW YOU

With the new line in place, I wrote an anthem spot that showed the world exactly what MasterClass does best.