The first TV upfront was held in 1962. Sixty years later, surprisingly little had changed except for the technology. It was the same pitch, the same suits, and the same celebrities. So, who better to flip the script on sixty years of tradition than the streaming service that changed how the world watches TV and movies? Advertisers attend Upfronts to work, but they come to Netflix as fans. So, we treated them like the fans they are. The first-ever in-person Netflix Upfront invited advertisers not only to hear about the power of Netflix’s IP, but to experience the core message themselves: Netflix doesn’t just shape culture, it makes culture. “Experience More,” Netflix’s Upfront experience, transformed the blank canvas of Pier 59 Studios in Chelsea, NY, into the worlds of some of Netflix's most beloved IP, including Squid Game, Bridgerton, Stranger Things, sports, and more. From live actors to real games, floral installations to immersive soundscapes, every space invited guests to step inside the unique sensorial worlds of their favorite Netflix titles. Each space also contained Easter eggs with key messages for advertisers: from notes about Bridgerton’s impact on consumer products and culture nestled on a Regency tea table, to a message from Wednesday left in the typewriter on her desk. We took the message off the mainstage and brought it directly into the experience, so everyone could learn how Netflix doesn’t just shape culture — Netflix creates it.