FOX Upfront Immersive

For the 2022 FOX Upfront, we brought the XR environment into the real world through creating a full 360° immersive theater. It was an evolving process as we explored Unreal in a seamless production environment and then mapped that footage in a live immersive space.

Our multiverse, affectionately called House of FOX, takes the audience on a surprising journey as we moved between FOX presentations and 360 takeover moments.

The case study video above describes all four phases we used to bring this project to life.

1) Design — Starting 2021 we began developing a concept for the 2022 FOX Upfront. FOX had a desire to create an immersive theatrical experience.

2) Production — Once the design was established, we created our XR worlds in Unreal (gaming engine) and filmed the FOX talent at the RED XR stage in Hollywood.

3) Build — After filming completed we flew to NYC to build out the theatrical environment.

4) Event — The grand finale! Seven months of design, development and build came down to one night.