“Breaking Through” served as the creative concept for Discovery’s annual 360 upfront campaign. The objective was to translate the idea of breaking the fourth wall into a physical and visual experience that brought audiences closer to the talent, subjects, and stories defining the network.

Environmental design for the event focused on creating a sense of immediacy and energy through bold typography, break-through lines, and the interaction between type and dynamic imagery. Signage and large-scale graphics were developed to establish movement and connection throughout the event space while reinforcing a contemporary visual language.

Execution was carried through close collaboration with production partners, ensuring visual clarity, consistency, and alignment with the campaign concept across all environmental installations.