MasterClass has launched “The World Could Use One of You,” a new campaign that inspires people to step into their full potential – to be their true selves. The powerful campaign developed by Anomaly LA is directed by artist and filmmaker Jenn Nkiru, in collaboration with Todd Tourso, and features upcoming MasterClass instructors Issa Rae and Alicia Keys and current MasterClass instructor Neil deGrasse Tyson.
“If 2020 has taught us anything, it’s that we have so much to learn from each other,” said David Schriber, CMO of MasterClass. “The MasterClass platform is rooted in self-empowerment through learning, so we owe it to ourselves to share our voices and take action with courage. As we wrap a year unlike any other, we wanted ‘The World Could Use One of You’ to inspire people to be their best selves in service of each other.”
“The World Could Use One of You” reaches the hearts and minds of people open to change, providing a creative space for self-reflection. Featuring three films that underscore the power and importance of being one’s best self, each film is inspired by the influential words of the instructors themselves.
- Mirror Affirmations: Narrated by Issa Rae, this film encourages people who may not always see themselves represented in culture, to be that representation. You don’t need to look for a mirror, you are the mirror. For yourself and for others.
- Your Words Create Your World: To launch her new MasterClass, Alicia Keys reminds people of the power we all have to shape our world – through every word we think, say, write or sing.
- You & the Universe: Narrated by Neil deGrasse Tyson, this film reminds us of our bigness in this universe. Though it’s easy to feel small at times, we are bigger than we think. Because the universe is within each of us.
MasterClass tapped famed artist and creative visionary Jenn Nkiru to bring the new campaign to life. Known for her work on the Black Is King, the monumental visual album by Beyoncé, Nkiru worked to create an ethereal yet resounding visual experience that offers the perfect culmination to a challenging year. Nkiru also brought on Todd Tourso, frequent collaborator and creative director for Beyoncé and Lady Gaga, to work on Your Words Create Your World, the film featuring Alicia Keys.
“It has been an incredible journey working on this campaign as it’s given me the opportunity to creatively showcase the value of empowering yourself and those around you,” Nkiru said. “That message is more important now than ever before, and each of these films offers a sense of hope and resilience during a time when the world needs it the most.”
Creative development of the campaign was executed by Anomaly LA, with media planning and buying by Exverus and Tatari. “The World Could Use One of You” is featured through broadcast, print, digital and out-of-home advertising, including billboards in New York City, Los Angeles and Chicago.
Adriana Chavez is the editor for Vacancy. Email: firstname.lastname@example.org