NBCU Upfront

Case Study

NBCUniversal came to us seeking a creative partner for its first-ever all-encompassing 2016 Upfront, which strayed from tradition to feature NBCU’s broadcast and cable networks in one event. Over the course of six months, our team of highly skilled people worked round the clock to develop the sophisticated, cohesive Upfront story that highlighted NBCU’s diverse portfolio of talent, brands, and networks. 

The NBCU Upfront was made up of two parts: the campaign itself, for which we developed the strategy and collaborated on messaging, and the live event, which was heavily informed by our strategic insights. The campaign was built with assets from over eight days of shooting, during which we acted as creative consultants and co-directors. These shoots lead to the digital, print, OOH, and video content. In all, we delivered hundreds of print and digital elements, and 96 out of home campaign elements within a short timeframe.

The design and messaging that we developed for the campaign directly informed how we presented content for the live event. The two-hour live event included a six-minute live performance by over 100 Rio dancers, drummers, soccer players, and capoeiristas, and featured editorial content, show packaging, and an immersive 3D mapping live piece that lit up Radio City Music Hall.

Strategy / Tagline / Positioning & Messaging / Copywriting / Print / OOH / Digital / Video / Editorial / Large Format: Immersive 3D UV Mapping / Stage Design / Live Action / 3D Previz


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 photo shoots, with the Reach messaging and creative we developed.


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, and even more thrilled by the moving portraits video that we captured, and which which was prominently displayed on big screen at Penn Plaza. In addition, we designed creative for phone kiosks, bus shelters, and taxi tops.


Our digital executions were displayed on the websites of The NYTimes, Ad Age, Adweek, The Hollywood Reporter.



  • 6 months of writing, research, and production
  • 1 tagline
  • 8 days of mondo shoots in LA and NY
  • over 50 celebrity talent
  • Hundreds of digital and print elements
  • 96 OOH campaign elements
  • 4 pickup shoots
  • 2 hour live event
  • 6 minute live performance
  • Over 100 Rio dancers, drummers, and capoeiristas
  • 9 custom-designed LED soccer uniforms
  • 7 immersive pod opens
  • 10 immersive wallpapers
  • 38 speaker titles
  • 26 HD trailer bumpers
  • 3 sizzle reels
  • 5,000 live-theater audience
  • 15 large-format projectors