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NewFronts
Amplify + Tubi pay last respects to monoculture at NewFronts.
Challenge
Tubi is the fastest-growing streaming platform, but advertisers still prioritize investment in established streamers and CTV. Our challenge was to make Tubi a must-buy.
Insight + Strategy
We’ve entered a new era where niche fandoms power culture. Audiences are turning away from prestige sameness and toward more open, varied spaces.
The diversity of stories on Tubi’s platform gives ad buyers a way to unlock relevance at scale.
At NewFronts, we paid our last respects to monoculture, memorializing old modes of targeting while bringing Tubi's mischievous spirit to (everlasting) life.
Solution
Monoculture is over. Fandom is the new cultural currency, and Tubi is where that energy converts into real attention and ROI.
For NewFronts, we created a theatrical brand world that stages the rise of Tubitopia, a fandom-fueled paradise where choice drives everything.
We turned Tubi’s scale, variety, and audience behavior into proof that fandom delivers stronger, more relevant outcomes for advertisers. Through an immersive journey from funeral to an edenic afterlife, advertisers explored the world through moments of discovery, from edible installations that mirrored paradise, to surreal gifts emerging from behind curtains, to hidden treasures unlocked through their own path,
731
RSVPs
63
original stories
3.4B+
impressions (incl. syndications)
#1
share of voice among presenters