UPFRONTS
Each year, Upfront presented a unique opportunity to shape the narrative of the networks upcoming slates. From sizzle reels to branded content and keynote presentations, I worked closely with network marketing and internal / external creative teams to develop compelling promotional material and an engaging event experiences that excited advertisers, engaged media buyers, and set the tone for the year ahead. These projects demand high-impact storytelling, strategic clarity, and a deep understanding of the brand identity — all under tight deadlines and high visibility.
THE VIRTUAL UPFRONT
Amid the challenges of producing an Upfront during the COVID-19 pandemic, we partnered with FIRST Agency to reimagine its annual in-person Upfront as a month-long virtual experience that combined live and pre-recorded content, interactive design, and broadcast-level production. Recording across multiple studios nationwide to create a video presentation that was streamed to advertisers online. The event was driven by graphics throughout, both pre- and post-production,resulting in an augmented-reality (AR) style Upfront. This virtual experience, which included business updates, interviews with executivesand Nielsen experts, and a digital press conference, spanned an entire month - far exceeding the traditional two-day in-person format. The event drew over 3,200 live viewers—doubling past attendance—generated 3,900 impressions, earned coverage in Forbes, Variety, and Adweek, and helped set Univision on track to exceed market sales expectations.
