• The 2017 ABC Upfront open.  The Stars from ABC’s hit shows were all brought together for this “Pitch Room” idea.

    check out the case study below.

  • Client:
    ABC Upfront Open
  • Title:
    Upfront – The Pitch Room
  • Case Study

    TASK: was to find a narrative that could feature all of the ABC talent + be entertaining and feature Anthony Anderson, who would introduce The CEO of Disney live on stage. Thus the idea, THE PITCH ROOM and “Defining Moments”.


    SOLUTION:  Use the Ad Agency from “Black~ish” and the creative team to “brain storm”  the UBER idea for the ABC upfronts by using the stars of ABC and their “expertise” to pitch them ideas and find that “Defining Moment”

    In order to wrangle and shoot this group of major talent, we set day one in Los Angeles on the set of Black~ish to recreated an episode for Anthony and his fellow Agency cast-mates.  We shot about half of the “talent” that came in to pitch in LA.  We then traveled to NYC and rebuilt 1/2 of the set to scale and to match to shoot the rest of the talent to seamless integrate them into the overall piece.


  • Credits

    • creative studio
    • Black Label Content
    • Founder / ECD
    • Joseph Uliano
    • Director
    • Shane Valdes
    • Producer
    • Norm Reiss
    • DP
    • Maz Makhani
    • Production Designer
    • Patrick Lumb
  • Stills