Netflix Upfront
Challenge
To position Netflix at the centre of attention during the 2026 New York Upfronts week, delivering a premium experience that highlighted their advertising proposition, for the second consecutive year.
Solution
We executed a week-long takeover at New York’s Sunset Pier 94 Studios, delivering a trio of high-impact events for Netflix: starting with Data//Driven, their inaugural Data and Tech Summit, then a C-Suite Dinner, and finally, The Upfront - all built around the “Get Closer” concept.
At the heart of the week, we produced the Netflix Upfront as an entertaining theatrical presentation, bringing advertisers closer to Netflix’s stories, audiences, and the tech that connects them.
An inviting reception space welcomed guests to “Get Closer” with dynamic screen content displayed on purposeful architecture. During the presentation, staging, screen content curation, audio, and talent integration all reinforced the idea of content physically moving closer to the audience. The opening sequence began with a black screen and the sound of footsteps, as Netflix IP moved across large LED and transparent screens, drawing nearer before Jennifer Lopez and Brett Goldstein were revealed live on stage.
Appearances by Florence Pugh, Tina Fey, and Millie Bobby Brown underscored Netflix’s variety of content and cultural impact. Unique staged moments set the presentation apart, from fifteen-line dancers transforming the stage into an American bar, to an exclusive original skit starring the cast of Emily in Paris, set at the chic halls of Agence Grateau, where a high-stakes agency meeting turns into a playful exploration of Netflix’s advertising proposition.
Prior to the main presentation, a private C-suite Dinner hosted 50 VIP guests, featuring personalised details, an exceptional menu prepared by a James Beard Award-winning chef, rounded booths at the centre of the space, and a large circular screen immersing the room with visuals synchronised to the talent on stage.
As a new addition this year, we also delivered Netflix’s Data and Tech Summit (Data//Driven) for hundreds of attendees, focused on the streamer’s data and audience-targeting capabilities for advertisers.
Throughout the week, we supported end-to-end content development across the programme. From storyboarding and scripting the main show right through to developing cinematic visuals and animation for the C-suite dinner. We supported in ensuring the concept “Get Closer’ shone throughout and connected with the audiences in the room.
Following the success of the New York event, we created a scalable Upfront toolkit that captured the event’s core creative and production elements, enabling global markets including London and Paris to successfully deliver the experience at the same high standard.
