In 2016, NBCUniversal redefined “reach” as an active, multi-platform concept shaped by data, technology, and distribution. The Redefining Reach campaign supported the company’s first fully combined upfront event, translating this shift into a cohesive visual system.

Early exploration focused on building a structured framework that could function consistently across screens, environments, and formats. The visual language emphasized clarity, composition, and graphic logic, expressing reach through scale, motion, and presence. A recurring rectangular device was developed to represent screens and media placements, forming the backbone of the system.

Throughout production, large volumes of imagery were reviewed daily and refined into curated selections for stakeholder review. Post-production art direction guided editing, retouching, and final delivery in close collaboration with vendors and agencies to maintain consistency across all assets.

The system extended across print, digital, and environmental applications. The campaign website was art directed and designed as a central expression of the framework, alongside a full suite of collateral including invitations, advertisements, event graphics, and posters. Large-scale environmental graphics for the Cannes Lions International Festival of Creativity translated the system into a cohesive physical experience.