For this year's 2013 Upfronts, The USA Network wanted to go big. Really big. This meant renting an airplane hangar-sized venue on NYC's East River, hiring a boat full of fireworks, booking indie-pop band Passion Pit to play the after party, and commissioning L&C six months in advance to help them conceptualize the video presentation and create multiple pieces for the massive, football-field-length array of screens behind the stage.
Our first task was shooting all of the network's top tier talent in both NY and LA, including the cast of Modern Family, who've just recently joined the ranks. With hours and hours of footage logged in and ready to rock, we went about creating the show's open and closing videos, as well as a long list of interstitial graphics that served as backdrops for entrances, exits, and rallying speeches.
For the video display, we worked in tandem with NY experiential agency XA, who handled the video projections for our USA "Suits" video on The Highline in 2012. We designed and arranged a multi-screen backdrop that would guarantee all eyes forward for the duration of the show.
The event was a smashing success, complete with paparazzi, police barricades full of screaming USA fans, and a fireworks display befitting the epic NYC backdrop.
Already deep in to the new look of the USA redesign, we were thrilled to further expand our collaborative relationship with their awesome creative team. Knowing the USA brand as well as we do really gave us the insight necessary to package all of their content at such a high profile, tent pole event.
