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Partnering with MasterClass to design a full visual companion for Professor Jeffrey Pfeffer’s course on power dynamics, transforming abstract lessons on ambition into a modern, conceptual parable.
Instead of relying on generic stock footage, our challenge was to build a visually resonant world that could translate Professor Pfeffer’s abstract lessons on ambition and corporate culture into a conceptual, human narrative.
The goal was to create a visual bridge between academic theory and cinematic storytelling, ensuring the heavy themes of power felt tangible and immersive.
We used a generative AI pipeline—utilizing Midjourney and Runway—to engineer an original, illustrated visual system in a bold teal-and-red palette.
By embracing the AI's "painterly imperfections" and developing consistent characters, we created a cohesive, evolving world that successfully balanced corporate realism with metaphor.
The project stands as a vivid visual thesis on power, using a unique aesthetic to punctuate the highs and lows of professional ambition.
Every frame was designed to feel like a high-fidelity illustration, moving away from the "uncanny valley" of standard AI and toward a handcrafted, emotive look that supports the course’s narrative depth.
By treating AI as an active collaborator in the design process, we found a language that felt both modern and timeless.
The final result is a study in high-impact visual education, where the tech serves the story, providing a visceral reminder of the human dynamics at play within the corporate machine.
Client - Masterclass
Creative Director - Fons Schiedon
