I helped creative direct three consecutive NBCUniversal media upfronts. I started in 2014 at Leroy & Clarkson, when for the first time ever, all NBCU networks came together for a unified upfront campaign: 'All Together. Different.' We evolved the story in 2015, highlighting the massive tech and data power of the consolidated network's media portfolio. And in 2016, at Mod Op, I helped write the next chapter, conveying NBCUniversal's unparalleled reach with a new tagline, 'Reach Redefined.'
With only six weeks from start-to-finish, the Leroy & Clarkson team delivered the biggest upfront of the year. The message was simple: Big data. Unprecedented in its precision and power. We embraced NBCUniversal's cutting edge ad tech in the biggest way possible, with a 180-degree, 13 screen immersive video projection at the Javitz Center, featuring over 30 minutes of video and animation, network sizzle videos, and the biggest stars in television.
In 2016, I helped write the next phase of NBCUniversal's upfront story, highlighting just one astonishing fact: NBCU reaches an unrivaled 93% of US adults every month. While other networks claim they reach audiences, only NBCU has the power to truly "redefine reach". That idea grew into their new tagline as well as a gorgeous campaign, creative directed by Rachel Yoo at Mod Op.
When NBCUniversal first consolidated its networks under a single upfront, they entrusted Leroy & Clarkson to produce the entire campaign and live upfront event, direct a mondo shoot with over 70 stars, and develop a new tagline and identity. With an intrepid team led by Julian Bevan and Daniel Fries, we came up with the tagline: "All Together. Different." This idea conveyed both the consolidated ad portfolio, as well as the fact that it was a groundbreaking new way of targeting audiences across media properties.
Agencies: Leroy & Clarkson (2014-2015), Mod Op (2016)
L&C creative team: Julian Bevan, Daniel Fries, Rachel Yoo
Mod Op creative team: TJ McCormick, Rachel Yoo
Designers, animators, editors, compositors: too many to name here...
but over three consecutive years, they were some of the finest people I've ever worked with
Brand strategy, positioning & messaging
Brand identity & tagline development
Video art direction for mondo shoot
Design direction for digital, print, OOH
Immersive video installations for live upfront events