BRANDED SPACES

OATH NewFront
CREATIVE DIRECTOR

Media & tech brand Oath wanted to present itself as an alternative to traditional ad networks. Core to the Oath brand was a collection of three-word promises (oaths) representing each of its media properties (including TechCrunch, Yahoo Sports, Yahoo Finance, Huffington Post). Each oath was a promise to empower its audience.

Inspired by these mantras, we transformed Oath’s event into a downtown “uprising” against the norms of media culture. We sought to create a night that felt nothing like a Newfront — usually formulaic sales presentations on a theater stage. We set it outdoors on Pier 26 at sunset. We created bespoke art and copy reflecting the rebellious spirit, postering the walls with emphatic oaths. We broke up onstage sales presos with live dance and music, street food and celeb appearances.

We had 1200 clients attend, press coverage of 40 articles and social reach of 29M with this event.