T‑Mobile T-Ads Newfront
- Advertising Upfront
- Advertiser Connection
- NYC Production
T-Mobile's T-Ads NewFront brought together advertising clients and prospects at the same venue as the previous year, completely reinvented through a speakeasy-style courtyard entrance. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- Media
- Location
- New York, NY
- Format
- Live with Broadcast
Services
- Strategy
- Creative
- Production
- Content
- Experiential
Reinventing the Room
T-Mobile's challenge for the T-Ads NewFront was deceptively simple: use the same venue as the previous year, but completely reinvent the experience. A tall order for any event team, made even more complicated when we discovered the entire exterior of the venue would be covered in scaffolding. What could have been a major setback instead became the catalyst for an entirely new attendee journey.
A Speakeasy Entrance
Our breakthrough came when we uncovered a hidden gem: a back entrance that led guests through a charming courtyard garden. This off-street access point inspired us to create a "speakeasy" experience, transforming a logistical challenge into an exciting, exclusive entry journey. The LED wall and floor that had served as the main stage the previous year was reimagined as an immersive walkthrough environment, letting attendees literally walk on and through a digital experience that completely changed their relationship with the space.
After taking photos at the step and repeat, attendees immediately received a short video showing their own image appearing on a billboard above the T-Mobile store in Times Square and other T-Ads locations.
Everywhere You Are
The animation we created for the entrance brought T-Mobile's "everywhere you are" message to life through a series of life-sized scenarios tracing a typical day. From morning to night, the content showcased T-Mobile's advertising presence across stores, mobile phones, taxi screens, and bus stop billboards. To create accurate, life-sized content for every touchpoint of T-Ads throughout the day, we leveraged AI video and image generation tools to produce content that would have otherwise been impossible or prohibitively expensive.
A Step and Repeat with a Twist
A custom photo experience extended the "everywhere you are" message into a personal moment. After taking photos at the step and repeat, attendees immediately received a short video showing their own image appearing on a billboard above the T-Mobile store in Times Square and other T-Ads locations. The photos weren't actually displayed in those locations, but the demonstration cleverly proved the power and reach of T-Ads' advertising network in a way attendees could share.
From Reception to Theater
We then completely flipped the reception area, building out a stage that transformed the environment into a theater space. The general session included a panel with Marcello Hernández, one of the youngest cast members of Saturday Night Live, and his mom, who had recently appeared together in T-Mobile commercials. The celebrity panel added star power while reinforcing the brand's mainstream appeal and marketing reach. The ultimate validation of our approach: despite all the challenges and constraints, we accommodated even more attendees than the previous year, making the T-Ads NewFront an unqualified success.