Turner Upfront 2017 at Madison Square Garden
Turner, a Time Warner company, is a global entertainment, sports and news company that creates premium content and delivers exceptional experiences to fans whenever and wherever they consume content. These efforts are fueled by data driven insights and industry leading technology.
Each year they hold Turner Upfront, a presentation showcasing Turner’s portfolio of leading entertainment, kids, news and sports brands.
ATOMIC, with offices from Los Angeles to Tokyo, create live immersive experiences and have been producing the Turner Upfront event for the last 15 years.
This year set designer Mike Rhoads created a non-traditional, asymmetrical stage with 230-feet of LED screens stretched across the main stage and into the wings of the theater, leaving 90% of the audience surrounded by content. Rhoads took the LED canvas and designed a dynamic, multiple-level stage, with three “hero screens” that included entrances and exits on the stage, to create a variety of movement from the talent throughout the show.
During pre-production Previz was put to use by Atomic for previsualizing screen content and set looks led by screens producer Laura Frank at Luminous FX.
dandelion + burdock, a creative production studio, created the walk in looks, speaker idents and transitions for the event. Working closely with Laura creative drafts were uploaded to Previz and sequenced directly in the timeline.
Being able to build out looks on multiple tracks became really helpful for testing and presenting different design directions with the client.
Dickon Knowles, Head of Animation, dandelion + burdock
Having a central 3D platform where all companies could preview content drafts became invaluable to both the content creators and the technical vendors.
Previz was also used for client feedback where drafts were sent out to the client in the form of interactive links where they could preview and navigate around the scene to understand how the content would look from different viewpoints.
More than 3,000 attendees attended the Madison Square Garden Theatre with a star-studded, dynamic showcase of the Turner Network's portfolio of top-rated media brands and forward-thinking advertising innovations.