The project began with a cross-functional sprint, where I collaborated on developing two early marketing pitches built around Kim’s Ten Kimmandments, the core business principles at the heart of the class. The first pitch was an out-of-home campaign featuring a monolith representing each of the Ten Kimmandments, designed to appear in key cities, this concept eventually evolved into a single large-scale installation in New York’s Financial District, the symbolic center of modern business. The second marketing idea was an NDA teaser, a playful non-binding “agreement” that Kim shared on Instagram to spark intrigue and set the tone for the class launch.

I explored multiple creative directions, landing on a bold, typographic approach that positioned Kim as an entrepreneur who challenges tradition and redefines what leadership looks like today. I used her signature her signature neutral color palette paired with dynamic copy treatments, and developed a photo brief that framed Kim as a modern leader. The imagery emphasized presence and power through poses that showed her taking up space, leading with both authority and femininity, and showing up unapologetically as herself.

The result: the highest-engaged class launch in MasterClass history, generating over 9M trailer views in 24 hours, 75+ press hits, and more than 60,000 unique class viewers in its first week.