Viacom’s US Hispanic network, Tr3s: MTV, Música y Más joins forces with Empire Entertainment to deliver their annual Upfront event at the Highline Ballroom in NYC. Starting with the creative concept of a Latin street party, Empire sought to transform the venue into an embodiment of the brand’s bilingual and bicultural flavor. With existing VIP areas revamped into custom-built “taco and dulce storefronts set up along its perimeter, the Highline Ballroom in New York City was transformed into the barrio for Tr3s’ preview of the upcoming television season.” from Latin Recap Online.
Through a mix of creative, technical, scenic and décor production, Empire completed the transformation of the Highline Ballroom into the look and feel of an outdoor street festival or block party. Channeling the festive spirit of a Latin street fair, this block party was universally styled, resembling a street that could be found in the Bronx, LA or Mexico City.
The ceiling was draped with bistro lights, while food was served from stylized areas including a mock taco stand branded after Tr3s’ own Ricardo Laguna (from “The Ricardo Laguna Project”) and a Dulce storefront representing the network’s hit franchise: The Quieros (in particular, Quiero Mis Quinces and Quiero Mi Boda). Also installed in the room was a Colombian party bus from which DJ Mauricio Parra spun, enticing guests to climb on board and dance the night away. Colorful uplights and authentic décor accents completed the aesthetic, giving guests a transporting experience in a well-known venue.
The presentation kicked off with comedian Erik Rivera taking the stage to warm up the crowd and focus the attention of a lively crowd. After a brief, but hilarious set, Erik introduced an opening video roll, which kept the audience laughing the whole way through. Actor and Executive Producer of one of the network’s new shows, Wilmer Valderrama, then took the stage to intro the high energy 2012 sizzle reel featuring music and imagery that embodied the spirit of the brand and built up the room’s energy.
For the introduction of Tr3s’ General Manager & EVP, Jose Tillan, a live bike stunt by network star Ricardo Laguna was staged, simulating Mr. Tillan’s BMX skills. The presentation by Tillan kept the audience’s attention and moved along at a pace of interest that surprised guests when it quickly became time to for the live performance of the evening. The crowd roared as international super star, and Grammy & Latin Grammy award winner Juanes took the stage, ending the presentation and setting the upbeat, dance floor mood for the rest of the night. After Juanes finished his set, where one lucky guest was given a Juanes-autographed guitar, the DJ was back on the turntables and took the party into the night. Guests enjoyed tacos, nachos, ceviche, Cuban sandwiches and custom cocktails, all representative of the variety of flavors to be found at a street festival.
From conception to execution our client’s objective and Upfront vision was achieved in every aspect of a seamless event. Strong partnerships with the Highline Ballroom and others led to precise implementation of the event.
Empire is a full-service, creative production company that produces first class events for first class clients.