Since 2015, MasterClass has changed the online education game, bringing together 180+ of the world’s best to impart their singular knowledge on those lucky enough to watch their classes. Bold, open, real, and alive, the MasterClass voice stays true to its origins, but—depending on the instructor—must dip into certain tones to match the subject matter and expert.
The work
MasterClass Certificates Launch (trailers, launch GTM, organic and paid social)
Classes (trailers, launch GTM, organic and paid social)
MasterClass Certificates
Organic trailer | Paid trailer | Launch GTM | Organic social | Paid social } Navy Seals Launch
I wrote the launch copy for MasterClass Certificates, a new career-growth offering designed with partners like Microsoft, NVIDIA, the Navy SEAL Foundation, and X, The Moonshot Factory. My role was to translate an ambitious product vision into clear, motivating language that spoke directly to emerging leaders. These are people who know they need to upskill but don’t have patience or time for vague promises or traditional corporate learning fluff.
I developed messaging that frames Certificates as a tool for career momentum: something practical, not performative. Instead of leaning on PR tones, I focused on clarity, confidence, and the learner’s real fears and motivations: keeping their skills relevant, adapting to AI, and showing employers what they can do, not just what they’ve watched.
The final copy helped define how MasterClass introduced Certificates to the world: future-focused, skills-first, and grounded in real application. It connected the product’s storytelling, structure, and outcomes into a cohesive narrative that set up Certificates as a meaningful credential… not just another online course.
Organic Trailer
PAID Trailer
Launch GTM
Organic Social
Post 1
Post 2
Paid Social
Navy Seals launch
LinkedIn Carousel 1
LinkedIn Carousel 2
Ads
A bestselling author and behavioral researcher, Vanessa Van Edwards has become one of the most trusted voices on people skills, interpersonal intelligence, and the science of connection. In her MasterClass, she invites students into her research-backed approach to communication—showing them how to read people more accurately, build stronger relationships, and lead with empathy and confidence.
My work on this class spanned early creative exploration through to final messaging. I developed initial branding territories and promotional themes that captured the energy and accessibility of Vanessa’s teaching style. I also crafted a variety of headlines and positioning statements that highlighted her blend of science, storytelling, and actionable strategies.
GTM content included video support, lifecycle marketing assets, product web deliverables, paid and organic social assets, audio talking points, branded and non-branded SEO search, YouTube trailer copy, membership copy, episode copy, and more.
Trailer
Launch
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Affiliate
Ads
A physician, bestselling author, and leading voice in the science of longevity, Peter Attia has reshaped how millions think about health, performance, and lifespan. In his MasterClass, he breaks down the foundational principles behind living longer and living better—helping students understand the frameworks, habits, and science that drive meaningful, long-term change.
For this project, I helped shape the class positioning from the ground up: developing early branding territories, messaging angles, and the overarching narrative that framed Attia’s highly technical content in a way that felt clear, empowering, and actionable. I wrote a wide range of headlines, value statements, and thematic concepts that guided creative across marketing, product, and editorial teams. This class required translating complex science into accessible language, made possible by close collaboration with designers, producers, and PMs to ensure the work resonated with both Attia’s dedicated audience and new learners alike.
GTM content included video support, lifecycle marketing assets, product web deliverables, paid and organic social assets, audio talking points, branded and non-branded SEO search, YouTube trailer copy, membership copy, episode copy, and more.
Trailer
Launch
Click each email to see a bigger image
ADS
carousel
Ava DuVernay
The award-winning filmmaker and highest-grossing Black woman director in the history of U.S. cinema, Ava DuVernay is a force. In her class, she takes students behind the scenes of her newest Oscar Award–contender, ORIGIN, to show how they can lead with confidence, execute their vision, and meet their goals.
This project included brainstorming initial branding territories and writing countless headlines and themes around which we could promote Ava’s truly unique, provocative, and inspirational class. It was a collaborative partnership with a talented team of designers, video editors, project managers, SEO experts, and more.
GTM content included video support, lifecycle marketing assets, product web deliverables, paid and organic social assets, audio talking points, branded and non-branded SEO search, YouTube trailer copy, membership copy, episode copy, and more.
BILLBOARD
coming soon page
Static ads
Lifecycle marketing
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