Let's unleash the full force of advertising at scale

I worked on three consecutive NBCUniversal media upfronts, starting 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 concept the next chapter, conveying NBCUniversal's unparalleled reach with a new tagline, 'Reach Redefined.'

BRAND STRATEGY CREATIVE DIRECTION CAMPAIGN DEVELOPMENT VIDEO & PHOTOS SHOOTS DIGITAL MARKETING PRINT & OOH LIVE EVENT GRAPHICS ENVIRONMENTAL VIDEO

2015 upfront

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.

2016 upfront

In 2016, I helped write and conceptualize a new 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, which was led and creative directed by Rachel Yoo at Mod Op.

2014 upfront

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.

Credits

Agencies: Leroy & Clarkson (2014-2015), Mod Op (2016) L&C Leads: Julian Bevan, Daniel Fries, Rachel Yoo Mod Op Leads: TJ McCormick, Rachel Yoo Designers, animators, editors, compositors: too many to name Over three consecutive years, some of the finest people I've worked with

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