Hulu Upfront 2017

Lots of Hulu Original programs swept across the stage at the Upfront

Rendering by Andi Blady depicting final look for Hulu Upfront stage

The second season of The Handmaid's Tale announced at the Upfront

Rendering by Andi Blady depicting the Hulu Upfront stage

Hulu Upfront created a panoramic look and seamless feel

The Mindy Project glows on stage

Lights and color fields inspired the Hulu Upfront design

Sarah Silverman announces her new show on Hulu

Hulu Upfront lobby at the Theater at MSG

Hulu Upfront lobby at the Theater at MSG

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Hulu Upfront glowed with new brand colors, gradients and a seamless feel from The Theater at The Garden lobby to the main stage. Team ATOMIC designed, built and provided production support for the fourth year, joining Hulu and Swisher Productions to help create an amazing show. With not one host but a slew of celebrity appearances, the Hulu Upfront entertained all morning featuring Seth Rogen, Sarah Silverman, Jeff Daniels, Mindy Kaling and so many more. 

Designer Andi Blady drew inspiration from a clean, colorful, gradient look. Art installations, architecture and light provided a vision for Blady to create a panoramic, seamless and immersive design through the MSG Theater lobby and the main stage. The client was happy to see their new, colorful brand pop on enormous screens throughout the venue.

When guests entered the lobby, they were greeted with a giant logo screen that rotated through a glowing rainbow of colors. Flanked on either side of the main screen were two high-definition video screens that looped welcome and goodbye messages to each advertiser before and after the show. When advertisers entered the theater, they were met with the same soft motif and fields of color implemented with projection, LED, and illuminated panels that spanned 200′ wide.  The Hulu Upfront WOWed the audience with big announcements like a second season of The Handmaid’s Tale, more original programs and the game-changer announcement, Hulu Live TV, launching this fall.  

They say it takes a village and we couldn’t agree more. Huge thanks to the client and key players: Hulu, Swisher Productions, VPP, Production Glue, Greg Cohen, Jeff Nellis and UVLD, RJack Balthazar, 4Wall and Creative Technologies.