Performance Marketing: Class Launch
For the launch of new MasterClass classes, I developed B2C performance marketing campaigns centered around authentic narratives featuring world-class instructors. I ensured strong alignment between instructor personas, class content, and conversion goals by collaborating closely with marketing managers, creative leads, and copywriters.
Tehachapi: A Documentary by Artist JR
In this documentary streaming on MasterClass, members are taken behind the walls of a prison with world-renowned artist JR as he collaborates with California inmates on large-scale art projects. His powerful journey reveals that our potential for change is limitless. For the performance marketing campaign, we crafted immersive visuals—featuring striking photography and compelling copy—that capture both the emotional and physical landscapes of the prison, and reinforce the message of redemption.
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Original Series: Achieve More with GenAI
This MasterClass original series delves into the age of AI with experts Manuel Sainsily, Allie K. Miller, Ethan Mollick, and Don Allen III, offering valuable insights into the future of work. It helps members discover how AI can become the creative partner they never knew they needed—enhancing creativity and turning bold visions into reality. To support the series' core message, I developed an integrated campaign that reinforced the class's claims through narrative-driven ads and immersive visuals showcasing human-AI collaboration. From concept to execution, the campaign was designed to build trust in AI as a tool for empowerment, not replacement.
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