The Sundance Film Festival is the largest independent film festival in the US. For two weeks the top production companies, film distributors and creators all convene in Park City, UT. After years activating one-off events for multicultural audiences, there was an appetite to create true impact for the underrepresented audiences.

There was a growing audience of creatives of color that were being underserved during Sundance. Without a place to connect with each other and participate in engaging events, HBO realized the opportunity to build a space that spoke to these problems.

To celebrate the first weekend of Sundance in 2020, HBO took over a local restaurant on Main Street and rebranded it ‘Our Stories to Tell.’ The three-day pop-up was intended to highlight WarnerMedia’s commitment to multicultural audiences, creators and storytelling.

We wanted to ensure that our audience felt seen and could authentically connect with the experience we created. Throughout the year, our team plans and executes a ton of events, and almost all of them are meant to promote a show or film. They’re meant to world-build and allow our audiences an opportunity to have a two-way connection with the shows they love. With Our Stories To Tell, we took the same approach to create an immersive experience that allows our audience to develop a stronger connection with our brand. This way the audience can still feel in tune with the brand even when their favorite programs aren’t on-air.

Friday started with a happy hour hosted by Human by Orientation, LGBTQ+ audience initiative. Then Unfolding Narratives, a conversation on AAPI visibility and diversity within the industry. Friday evening, guests attended the HERstory dinner to celebrate Black women in TV & Film. As HERstory was underway, other guests attended a conversation with leading Latinx storytellers.

On Saturday, guests attended the HBO POV’s Masters in Craft panel, delving into talent’s keys to success and personal journeys in the industry. Following, guests were given a sneak peek of TNT’s Snowpiercer. Beginning with an exclusive trailer then an intimate Q&A with the showrunner and cast.

On Saturday evening, Insecure hosted a dinner featuring a never-before-seen trailer for Season 4 and an intimate discussion with the show cast. Following dinner, guests enjoyed the highly anticipated party, The Let Out.

The weekend concluded with Sunday brunch, celebrating all those making a way for diverse storytelling.

Over 1,500 guests attended ‘Our Stories to Tell’ throughout the first weekend of the Sundance Film Festival 2020. #OurStoriesToTell garnered over 32.3MM+ social media impressions and 405.8K+ engagements. Celebrity photographer Raven Verona produced over 300+ portraits and 400+ gifs and images were taken at the ‘Our Stories to Tell’ branded photo booth. Influencers and celebrities such as Issa Rae, Yvonne Orji, Jay Ellis, Alexander Hodge, Kerry Washington, Eva Longoria, Gina Rodriguez, America Ferrera, Nika King, and Kendrick Sampson attended events held at ‘Our Stories to Tell’.