Netflix Upfront 2025

Client: Netflix

When Netflix set out to reimagine its 2025 Upfront, they wanted to stand out in one of the most competitive weeks in the media calendar, but with its advertising offering still relatively young compared to legacy broadcasters, our job was to prove its credibility, scale, and creative firepower - in front of one of the most discerning audiences in the industry.

Hosted at the Perlman Performing Arts Center in New York, the showcase transformed a traditional B2B presentation into a full sensory experience combining theatrical staging and immersive design. Guided by their creative proposition ‘Center of Attention,’ we set out to prove that no platform captures and holds attention quite like Netflix. Every creative decision, from the 360° lighting design to A-list talent integration and cinematic audio curation featuring iconic sounds from Netflix titles, was driven by one core ambition: to evoke the range of emotions people feel when they watch Netflix shows. Because when people feel something, they remember it. To further deepen the audience’s connection to the content, they each received a bespoke box inviting them to see, taste, and smell the stories that were unfolding on stage - turning passive viewing into a participatory and impactful experience. Earning an ‘A’ rating in Variety’s Annual Upfront Report Card, praised for its creativity, efficiency, and emotional power, with additional coverage across Campaign US, The LA Times, and The Hollywood Reporter, this B2B experience truly broke the mould of a traditional Upfront.