NBCUniversal Upfront 2016 was held at Radio City Music Hall in New York City to showcase their upcoming programming and live reportage of the Rio Olympics and World Cup in Russia.

The print, digital and out of home campaign (NYC Area and 30 Rock Subway Station) centered around the theme of “Reach Redefined” and was brought to life by celebrity photography Peggy Sirota

The red carpet and live presentation was streamed for the public, and attendees were treated to a surprise carnival performance with capoeira and samba dancers choreographed by Sarah O’Gleby. 

Contributed to the ideation and execution (pre-production, post-production) of the celebrity talent and live performance shoots in New York and Los Angeles. Extensive research went into the preparation of individual moodboards for each celebrity and performer; proposition of attitudes and movement, styling, lighting backgrounds, locations, etc. 

Produced by eyeball / Creative Directors Rachel Yoo & Andreas Berner