Seen Presents’ Multi-Sensory Extravaganza for Netflix Upfront NYC
Lucy Ducker, associate creative director at Seen Presents, tells LBB about crafting the event at New York’s Perelman Performing Arts Center to battle against "presentation fatigue” and boldly communicate the streamer’s brand proposition.
Earlier this year, Netflix hosted its third Upfront event in New York showcasing the streaming platform’s popular and upcoming titles (like ‘Bridgerton’, ‘Wednesday’, ‘Nobody Wants This’, and ‘Stranger Things’) and the advertising opportunities they present to an audience of 600 brands, media buyers, and advertisers. Behind the scenes, and masterminding the whole event, was Seen Presents – independent agency specialising in designing and producing premium, global brand experiences and marketing campaigns. As Netflix’s lead creative agency, Seen Presents worked on a 360° multi-sensory event concept which saw the Perlman Performing Arts Center transformed into a slice of Netflix universe for attendees to experience.
Lucy Ducker, associate creative director at Seen Presents, says the agency had to work hard to battle “presentation fatigue” which quickly sets in for audiences during Upfront season when “countless presentations compete for attention”. It’s against this backdrop that “Netflix challenged us to reimagine Upfront in a distinct way. We were encouraged to turn the presentation into an engaging and memorable show, while still delivering key ad propositions,” she explains.