Situation:

For Netflix’s treasure trove of awards contenders, from Wednesday to Bridgerton, the agency was set with a challenge of creating a buzz-worthy exhibition and experience for the 2023 Television Academy voters.

Brief:

The agency set out to create an immersive and unique experiential FYSEE event for Netflix, where the streamer could stand out in a highly competitive environment. As many networks and studios vie for the attention of the Guild, Netflix’s FYSEE Space would need to stand above the rest, directly connecting audiences with its content – through stunning visual displays, intimate screenings, candid panel discussions, special performances, promotional events and more.

Objectives:

Creatively reinforce Netflix's commitment to pioneering engaging entertainment. Transcend the conventional boundaries of viewer interaction, and establish a deeper, more resonant connection through the layered narratives of Netflix’s Emmy-contender shows.

The creative idea involved an all-encompassing, sensory journey of Netflix content, turning the storytelling of the shows into interactive moments. The concept – Emotional Engagement Through Immersion – would go beyond conventional FYC campaigns and become an immersive adventure where attendees not only can view content, but experience it.

From innovative installations to tech-driven experiences, every aspect was designed to leave a lasting emotional imprint.

Each Emmy contender program had a dedicated footprint that was uniquely transformed into a vivid experience. For Wednesday, a 'split personality' bar featuring the Addams Family hearse held center court, while a 'Snap Twice' interactive component unveiled hidden surprises.

For The Crown, attendees could be “chased by paparazzi,” with sensor-activated camera flashes creating personalized tabloid covers. In Beef, guests engaged with a Rage-O-Meter, mirroring the show's emotional intensity. For Entergalactic, guests used leap motion controllers to manipulate cosmic content and create a visual landscape.

FYSEE Space was geared toward Television Academy voters, to help drive buzz and excitement around the Emmy voting season.

Approach:

Immerse guests in a series of stunning installations that followed the storylines of Netflix’s newest programming. Engage audiences through creative touch points and interactive moments including screenings and panels hosted by creators and stars, and utilize technology to provide audiences with unique, memorable experiences.

Throughout the event space, each show was carefully balanced with show-stopping visuals, combined with compelling moments, to transform attendees from passive viewers into integral components of each story.

To enhance a sensory experience, special zones were created including a Parisian café with a nod to Emily in Paris, and a futuristic Entergalactic bar featuring thematic food and drinks.

The goal: to elevate the chances of securing Emmy nominations and solidify Netflix’s stature as a vanguard in innovative storytelling and audience engagement.

After finding the perfect venue, the team conceptualized each program’s footprint.

The design combined physical builds with tech. For artist Kid Cudi’s series, Entergalactic, the agency crafted a space to look and feel like a record player. The floor featured a large vinyl LP, the album’s ‘dust cover’ was an innovative LED screen where guests could interact with art using hand gestures, and the tonearm acted as a bench for guests.

The team had four months of planning before launch. The build began in April, and took 18 days to complete, test and prepare for the first event.

FYSEE’s exhibition was created within a 13,400 sq ft venue with 14 live events hosted throughout.

Audience activations included costume displays from Wednesday, and a 360-degree camera to capture each guest’s “Goo Goo Muck” dance.

Panel highlights included conversations with the cast of Dahmer including stars Evan Peters and Niecy Nash-Betts.

Each day, 450+ Television Academy members interacted with the experience leading up to the Emmy nominations. In total, more than 5,000 guests experienced the installation throughout the month.

Among programs highlighted at FYSEE 2023, several received Emmy nominations and wins including: Beef: 8 wins / 13 nominations; The Crown: 6 nominations; Entergalactic: 1 win / 2 nominations; Emily in Paris: 3 nominations; Queen Charlotte: 1 win / 3 nominations; Cabinet of Curiosity: 1 win / 7 nominations.

• Impressions:

Media coverage appeared across the entertainment space including The Hollywood Reporter, and resonated with influencers and guests across TikTok, Instagram and Twitter.

• Consumer awareness / Brand perception:

Industry buzz and a strong social media presence helped create excitement and awareness of the event. Even celebrity guests posted about FYSEE on Instagram, including Niecy Nash-Betts, who later received an Emmy for Outstanding Supporting Actress for her role in Dahmer.