TelevisaUnivision Upfront
- Advertising Upfront
- #1 Hispanic Media Network
- Top Advertiser Perception
TelevisaUnivision's Upfront brought together more than 1,300 in-person attendees plus a virtual audience at the Jacob Javits Center River Pavilion for a cornerstone event, featuring a custom floor plan that transformed the uniquely shaped space into two distinct environments revealed when a 40-foot center LED screen lifted after the main presentation to unveil the post-show reception. The event included performances and appearances from Hispanic icons like Sebastián Yatra, Sofía Reyes, Emilio Estefan, Jorge Ramos, and Victor Cruz. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- Media
- Attendance
- 1,300+
- Location
- New York, NY
- Format
- Live with Broadcast
Services
- Strategy
- Production
- Creative
- Content
- Experiential
Celebrating a Momentus Partnership
This cornerstone event is responsible for channeling billions of dollars into their operations, connecting with thousands of in-person and virtual attendees. Our involvement was not merely transactional; it was deeply rooted in understanding. We've delved into the depths of the Hispanic consumer landscape, while also understanding the unique dynamics and demands of their primary audience: the advertisers.
In a theatrical moment, the 40-foot center LED screen lifted after the main presentation and revealed the reception space.
With Great Challenges Comes Great Creativity
TelevisaUnivision was challenged with hosting a main presentation and post-show reception for 1,300+ attendees at the Jacob Javits Center River Pavilion. Instead of viewing the uniquely shaped space as a limitation, we saw it as an opportunity to create a special floor plan and set design. To maximize the space, we utilized the entrance corridor as the main presentation area and transformed the location behind the set into the post-show reception. In a theatrical moment, the 40’ center LED screen lifted after the main presentation, revealing the second half of the event. Attendees walked over the stage and into the unveiled reception space. This impressive feat not only dazzled the audience but also played a crucial role in creating distinctive environments within the confines of the venue.
Spotlighting the Largest Hispanic Stars and the Consumer
Hispanic icons are at the heart of TelevisaUnivision's culture, and their presence at our events is always a highlight for both attendees and our team. We have had the privilege of collaborating with celebrated performers such as Sebastián Yatra, Sofía Reyes, and Luis Fonsi, showcasing the rich tapestry and mainstream appeal of Hispanic culture. Moreover, we've orchestrated and staged engagements with icons like Emilio Estefan, Jorge Ramos, Victor Cruz, among others, further elevating the cultural discourse and engagement at our gatherings.
These artists and stars make a huge impact on the Upfront Presentations, but we also got the pleasure of working on a moment of the show in 2022 that ended up being the true star. To accomplish the audience truly connecting with the Hispanic consumer, we started the show with a personal story from a young Hispanic woman who stood powerfully in the middle of the audience. Her story set up the rest of the presentation, providing an emotional hook for the audience before educating them on how to effectively reach the Hispanic demographic.
Results
- 7 of 9 Categories Top Ranked Upfront
Recognition
- Ex Award Gold Winner
- Event Design & Technology Award Silver Winner
- Hidden Gems Gold Winner