Samsung Ads NewFront Featuring David Letterman & The Jonas Brothers

Over 400 media buyers, advertisers, and entertainment insiders convened for the Samsung Ads NewFront, an exclusive showcase unveiling the next evolution of Samsung’s connected TV ecosystem at the IAC Building in New York City. The event debuted Samsung Television Network (STN)—a FAST channel featuring a curated mix of Samsung TV Plus’ programming, A-list talent, and live events, offering advertisers innovative audience engagement opportunities.

For this NewFront, we crafted an immersive theater and reception space that embodied Samsung Ads’ innovative spirit and dual value proposition. Produced end-to-end by our team, we managed every detail—from guest experience and talent coordination to creative direction and program execution—delivering a cohesive, high-energy experience.

The program included a fireside chat with David Letterman and Samsung EVP Sang Kim, celebrating the success of Letterman TV, and ended with a surprise appearance by The Jonas Brothers to announce their 20th-anniversary tour’s exclusive live broadcast on Samsung TV Plus, showcasing Samsung’s dedication to entertainment and innovation. 

From the star-studded reveals to the electric atmosphere, our production in collaboration with Samsung ignited a new era for Samsung Ads, leaving the industry buzzing about the future of connected TV.

‍

Photography credit: Samsung Newsroom / Agaton Storm