 |
|---|
Freeform is a fluid, ever-evolving entertainment brand that delivers high- quality storytelling and reflects the amazing adventure of self discovery, in all shapes and forms. We are a home for exploration, a hub for connection, and an outlet for passionate self expression. Here you’ll find stories that are meaningful, thrilling, unexpected and transformative.
​
The objective of this upfront launch event was to bring to life the brand's target audience called 'Becomers'. Our focus is a universal life stage we call Becoming—that sometimes scary, often exhilarating place between first kiss and first kid. Becomers are young adults between the ages of 14-34 who embrace
imperfections, celebrate contradictions, and live lives defined by a heightened thirst for new experiences.
 |
|---|
 |
|---|
We transformed a raw warehouse space into the perfect environment to launch the new and reflect the personality of our target audience, with different target spaces and experiences to cater to different programs that were being launched.
​
A massive 100 FT X 20FT screen dominated the entire length of the eastern wall, and became the canvas for dynamic, multimedia content.
Becoming is a universal experience, and stories of Becoming have incredibly broad appeal that spans cultures and borders. It’s a rich, exciting time of “firsts” with endless storytelling potential. Becomers are diverse, passionate and curious, making them both compelling characters and dedicated, engaged fans.
​
​
We collaborated on all creative aspects of the upfront from large-scale design like colour, font and texture, to all the onscreen presentations, video and graphics. Every touch point was crafted around our consumers, who engage media unlike any other generation.
 |
|---|
The Volkswagen 7:
Juxtaposing the curves, we worked with set builders to create a giant number 7 to stand in the entry way as guests arrived. We wanted to reflect the values of the brand - iconic, simple, sleek, yet proudly display the fact that we are launching the 7th iteration of this vehicle model.
 |
|---|
Fearlessly Optimistic:
​
We’re realistic enough to see the world for what it is—a beautiful, flawed place filled with darkness and light—but brave enough to fight for it anyway.
Smart & Accessible:
​
We love bold questions and big ideas. We tell stories that are clever, captivating and kinda messy with wit, charm and a lot of brains. Everyone’s invited.
Ever-evolving:
​
We’re connected to the current moment, yet always seeking, exploring and growing.
 |
|---|
Finally, to cap off the evening, an innovative, wildly original 2-minute video produced by our creative team perfectly communicated FreeForms's new messaging by connecting the upfront talent and themes directly to the 'Becomer' demographic.
The Results:
​
Our confident, creative vision and strategic producing far exceeded expectations and forged a strong client relationship that includes ongoing work like the creation of a groundbreaking, nonlinear presentation for the yearlong FreeForm Sales Team Roadshow, that toured across the United States.
​