For NBCUniversal’s annual upfront campaign, the concept centered on expressing the company’s “Unequaled” media presence through copy-driven equations informed by star talent and flagship programming. The creative framework translated NBCUniversal’s scale, reach, and influence into clear, buyer-facing value propositions that highlighted opportunity across its portfolio.

Early visual exploration focused on interpreting the strategic concept through a lifestyle, photojournalistic approach designed to feel authentic and human. Extensive research and development informed the campaign’s visual language prior to production, with mood boards and style guides defining tone, composition, and usage across all touchpoints. Campaign shoots took place in New York and Los Angeles and featured 46 talent across Bravo, CNBC, E!, MSNBC, NBC, NBC News, NBC Sports, NBCUniversal, Telemundo, SYFY, USA, and WWE.

Throughout production, imagery was reviewed on an ongoing basis, with large volumes of daily selects evaluated and refined into curated groupings for stakeholder review. Image selection and refinement continued through post-production, with art direction carried through close collaboration with vendors and agencies to guide editing, retouching, and final asset delivery.

The campaign extended into a fully integrated 360 system spanning print, digital, video, and environmental applications. Large-scale environmental graphics were art directed to ensure that the campaign’s visual language translated clearly and consistently within a physical, experiential context.