ATOMIC

The Hulu Upfront returned to the recently and aptly renamed Hulu Theater at Madison Square Garden. Alive with bright brand colors, catchy content and lots of drama, the Hulu Upfront was a glowing showcase of the streaming network’s success over the past year, boasting 20% viewer growth since last year.

Team ATOMIC designed, built and provided production support alongside of Hulu and Swisher Productions to help create a stunning show. Designer Andi Blady collaborated with Stun Creative to conceptualize the set design and create the desired looks to match Hulu’s content. Blady designed the main stage featuring a panoramic 200+ foot set of video screens. The main wide-angle screen included a giant framing rectangle that tied in with content and tapered video tubes framing the stage through the balcony area, extending 50+ feet on each side.

As advertisers entered the lobby, they were greeted with Hulu content and messaging that carried through the halls and into the theatre. The lobby featured a giant content screen surrounded by two scenic built, backlit logo lightboxes.

Hands down the most dramatic moment of the upfront was when 60 handmaids entered the theater and spread through the stage and the aisles as stars Elisabeth Moss and Samira Wiley announced that Hulu signed a third season of The Handmaid’s Tale. The 90-minute presentation was filled with many Hulu Network stars and executives, including Mindy Kaling who announced a new Hulu original show.

This is one creative, collaborative project that has so many valuable partners and vendors. Huge thanks to the client and key players: Hulu, Swisher Productions, Stun Creative, VPP, Production Glue, Greg Cohen and UVLD, RJack Balthazar, 4Wall and Creative Technologies.