Univision Virtual Upfront


Bring Univision’s traditionally in-person annual Upfront to life virtually.

Univision posed the challenge of cutting through the noise of the many brands vying for digital space in what is, even pre- COVID-19, a very crowded arena, to introduce their upcoming programming to advertising agency partners and the media, kicking off the buying period ahead of the Fall schedule. Their message: Even in challenging times, Univision can accelerate growth for ad buyers with the Hispanic consumer.


FIRST strategized with Univision to adapt what was traditionally a 2 day in-person experiential event into a month-long digital engagement. This started with a live virtual Business Update on the original May Upfront date featuring interviews with Univision executives and industry experts from Nielsen, and culminated in a June virtual Upfront and press conference.

FIRST focused in on how best to elevate and deliver Univision’s message, to break through the screen and engage their audience at a time when everyone was feeling video-fatigue, and provide the press with the exclusive ‘inside scoop’ on the year ahead.


To build anticipation and break through to the audience, Univision launched a dynamic registration site and countdown, mailed viewing companion kits that included notebooks, pens, and provided QR-coded graphics linking to key messaging. Communications drove attendees to a digital hub and viewing guide.

The virtual Upfront was streamed live using the latest digital technology to 3,200 simultaneous viewers and included pre-recorded segments with executive talent. FIRST collaborated with local health and safety guidelines to virtually coach speakers, produce segments in broadcast studio environments, and create a powerful high-production show.

The design approach featured advanced creative overlay and AR-style graphics, incorporated different formats for different speakers, and utilized a range of media from motion graphics, sizzle videos, and a musical performance from Pitbull to take attendees on a journey or their story. Immediately after the presentation, press were invited to a Virtual Press Conference for a live executive Q&A.

Univision also invited a number of high-profile industry leaders and celebrity performers including Pitbull to surprise the audience.


Univision doubled past attendance

3,900 impressions


Delivered positive media in Forbes, Variety, and Adweek

Set Univision on a path to beat market sales expectations