A radical departure for MasterClass, “The World Could Use One of You” campaign was the first MasterClass brand work to not feature any instructors - visually, at least. Created during the height of lockdown in 2020, the campaign was explicitly designed to be an antidote to the impact of a global pandemic, systemic racism, protests, double-digit unemployment, an uncertain economic outlook, and a Presidential election. The films are powerful messages of hope, positivity, and personal agency, and reflect the brand’s belief that periods of social upheaval historically have birthed eras of great creative, social and entrepreneurial innovation.

 

Filmed in Kiev, Ukraine and directed by the Grammy award-winning Jenn Nkiru, known for her work on Beyoncé’s “Black is King” and “APESHIT” by The Carters, the films were voiced by MasterClass instructors Issa Rae and Neil DeGrasse Tyson, with scripts based on their own work, and original music composed by Detroit-based musician/producer Waajeed.

 

The campaign also included OOH, print, and digital media.