MasterClass

As VP, Executive Creative Director, I built and led the 60-person MasterClass creative team through the company’s high-growth years, rebranding the business and cementing its place in the collective consciousness.

Rebrand

MasterClass was alive but not thriving, with an outdated brand identity that couldn’t scale. Partnering with design firm Gretel, I creative-directed the comprehensive rebrand spanning 150 instructor classes across all product and marketing channels.

Now You

MasterClass features some of the world’s most recognizable talent. This campaign blended existing class material with new footage to invite viewers on a journey: You’ve seen what they can do. Now you.

Agency: Anomaly LA CD: Conor Hagan CD: Cori Johnson

The World Could Use One of You

Everyone wants to be somebody, but few feel ready. This campaign holds a mirror to the audience and offers a solution.

Director: Jenn Nkiru Agency: Anomaly LA CD: Conor Hagan CD: Cori Johnson

Mirrors with Issa Rae

Holy Shit

Universe with Neil deGrasse Tyson

So Much New to Know

Fully integrated campaign brought to life in New York, San Francisco, Chicago and Los Angeles.

Agency: Anomaly LA CD: Conor Hagan CD: Cori Johnson

So Much New to Know - Gordon Ramsay

So much more…

A few additional examples of class launches, brand campaigns and product explainers.

UK Launch

Alicia Keys Launch

Today's the Day - Spike Lee

Holiday - Sarah Silverman

Mariah Launch

MasterClass Explainer

Accolades - Sheila E.

Back to School - Pandemic Campaign

Sunset Billboard

Futura
Metallica
Questlove
Mariah
Gretzky
MasterClass
Ron Finley

Instructor Photography

Instructor Photography

I was in charge of all instructor photography for class launches and marketing materials. Here is a small sampling.