Creative Direction | Experiential Design | Event Branding | Presentation Design | Art Direction | Motion Direction | Environmental Graphics | Executive Communications

Project Overview

Netflix Upfront is the company's annual advertiser showcase, bringing together industry leaders, marketers, talent, and press for an immersive preview of the future of Netflix and its advertising business. For the 2026 experience, we developed Get Closer—a creative platform centered on the unique ways Netflix connects brands to audiences, stories, talent, and culture.

Spanning two days, the experience began with an intimate executive dinner for senior advertisers, Netflix leadership, and talent, followed by a large-scale Upfront presentation for more than 850 attendees at Sunset Pier 94 Studios in New York City. Together, the experiences transformed the venue into a dynamic brand environment where storytelling, technology, entertainment, and advertising converged.

Role

Creative Director & Lead Designer

As Creative Director, I led the development of the Get Closer creative platform across every audience touchpoint—from the executive dinner and immersive environmental moments to the mainstage presentation experience. I partnered closely with agencies and cross-functional stakeholders to guide the overall creative vision, review and approve workstreams across the program, and ensure a cohesive narrative across physical, digital, and presentation environments. In parallel, I remained deeply hands-on throughout execution, designing many of the experience's most visible moments, including the keynote presentation system, reception and arrival animations, environmental graphics, event communications, and key experiential storytelling moments.