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The Challenge

NBC Universal reaches an astonishing 93% of US adults each month. But their messaging efforts were falling short in previous upfronts due to focusing their messaging on data & technology of the sheer power of their reach.

The Work

Mod Op helped NBC Universal redefine reach in real, human terms. To do this, we executed an extensive shoot with 50 celebrity talent stars, eight days of shooting in LA and NY plus four pickup shoots. We were then able to deliver hours of meaningful video content for the upfront campaign and live event.

Live Event

The campaign ultimately included: a six-minute live show with 100 Rio dancers and drummers, 3D immersive video mapping, 60 wallpapers, speaker titles and bumps, and 15 large-format projectors all for a 5,000 live-theater audience.


Our team created a variety of print ads for publications such as The New York Times, Ad Age, Adweek, and The Hollywood Reporter. The ads featured celebrity portraits that we captured during our photoshoot, with the Reach messaging and creative we developed.

out of home


We were thrilled to learn that the NBCU Upfront’s out of home advertising would include a station domination of the 30 Rock subway station, with the moving portraits video that we captured displayed prominently on the big screen at Penn Plaza.