NBC Peacock Brand

BRAND: NBC PEACOCK | #PRIDEISUNIVERSAL
STREET ART | TALENT ACTIVATION | CORP INITIATIVE | SOCIAL

For the yearly advertiser UPFRONTS, my Creative team and I decided to have a bit of fun with the iconic NBC PEACOCK logo.

To reimagine the "bird", I collaborated with a well-known Los Angeles street artist to work with us to reimagine the symbol on a large 12ft x 12ft scale. It was to be something that would be used as an activation backdrop for NBC’s show talent to engage with for short snackable social videos across all handles.

Phase 01 | STREET ARTIST

We looked for an artist who had local knowledge of NBC and what its symbol represented to the LA community. Robert's passion jumped out at us.

ROBERT VARGAS

A contemporary artist known for his mixed-media portraits, murals and live events. He was born and raised in the Los Angeles neighborhood of Boyle Heights. Vargas is a leading creative force in the revitalization of Downtown LA’s art scene.

THE COLLABORATION

Vargas' paintings and drawings infuse classic genres with an avant-garde explosivity that not only captures the visage and likeness of his subjects but seems to excavate the intimate aspects of their character.

CREATION OF THE PEACOCK

Watch the video to see how we took over a warehouse and turned it into Vargas' painting studio for a day to let him have space for inspiration, reflection and fun to create a viscerally sensual approach to line and texture.

Phase 02 | TALENT ACTIVATION

At the UPFRONTS, we built a room activation to create a fun space for the talent to play. The PEACOCK was erected alongside white light tubes surrounding a small NBC centric dance floor.

SOCIAL SNACKABLE

These :10 interstitials combined both the colorful Peacock painting, with side light tubes. The talent (shown: Stephanie Beatriz & Melissa Fumero from Brooklyn Nine-Nine) were encouraged to dance & have fun for being a part of NBC's primetime shows. Created in 1x1 with various talent across FB and IG.

TALENT PHOTOS

Each show talent stood in front of the PEACOCK to become the "body of the bird" (shown: YaYa DeCosta from Chicago Med). The concept was that like the "angel wings project", where people could interact to become part of the art, to then be posted across all Social channels.

Phase 03 | CORPORATE INITIATIVE

Upon seeing the reimagined rainbow colors of the PEACOCK, I pitched an additional concept to executives and leaders of the DE&I team. It was undeniable that the art would be a perfect NBC contribution to NY's Pride Month. So I set about forming a synergistic partnership with the NBC Store at 30Rock. From there, it became a public installation where consumers could interact and have a selfie moment in front of the iconic symbol.

To further expand the brand, we ideated a UGC campaign with the Social team, using #PrideIsUniversal. This allowed fans & consumers to post their photos online with the tag, where we aggregated the content and repurposed it across our digital handles to create a UGC campaign, building upon it for even further engagement.

NBC STORE: 30 Rock

A month long New York Pride installation open to the public.

NYC PRIDE

Tourists, New Yorkers and Queer revelers were welcomed to come be a pard of the installation to show their pride.

COMMUNITY

Sourced from visitors, users on social
created a trending #PrideIsUniversal moment.

Phase 04 | #PRIDEISUNIVERSAL

To further expand the NBCUniversal brand and its family of cable, sports and film properties collective support of Pride, we formulated a Corporate wide campaign across multiple divisions and teams, continuing to build from the PEACOCK themed Social campaign, #PrideIsUniversal. We worked creatively and collaboratively across every business unit - Bravo, Comcast, CNBC, E!, NBC, NBC Sports, Oxygen, Peacock, SyFy, Telemundo, Universal, Universal Kids, USA.