“What The World Needs Now” Music Video by Lizzy Caplan (Masters of Sex Season 3)

THE BRIEF

Masters of Sex, the premium drama, was jumping ahead to 1966 for the start of Season 3 and the marketing positioning was to highlight the swinging 60’s and focus on lead Lizzy Caplan.

THE STRATEGY

Create a snackable piece of social content which celebrates the 60’s and reached younger viewers.

THE EXECUTION

I pitched Lizzy Caplan on the idea, collaborated with her on a song, hired an arranger and coach to work with her and then we filmed her recording the song. The video debuted the day that the Supreme Court made marriage equality legal in 2015 and was the highest performing piece of social content for the season.

THE RESULTS

• Was the highest performed piece of creative of the Season 3 paid media campaign.

• The music video was featured on ET Entertainment Tonight as a story piece, transcending the promotional nature of the content and crossing platforms.