The PowerBrief Vol. 10: Moments In Real Life
Fifteen hundred drones over the Hudson, a fifth year in Albuquerque, one tour lit in two cities. Plus where Q1 gets won, and one bet on 2027.
Fifteen hundred drones over the Hudson, a fifth year in Albuquerque, one tour lit in two cities. Plus where Q1 gets won, and one bet on 2027.
Fifteen hundred drones over the Hudson, a fifth year in Albuquerque, one tour lit in two cities. Plus where Q1 gets won, and one bet on 2027.
For BJ's 42nd, we launched the campaign with 1,500 drones over the Hudson, the most we've ever flown at once.
At the same time, we mapped the Port Authority Walls across from the Javits Center.
Giant Ad Balloons moved through the Balloon Fiesta crowd while ProjectionMan worked the streets, putting the brand on almost any wall or building it passed.
Same setup as last year, and the year before that. They keep booking it because it keeps working.
Live Nation put Def Leppard and the Goo Goo Dolls on buildings in New York and Chicago for their 2027 tour.
Guerilla Laser Projections put it across both cities. With Sonic Spotlight, the second someone stepped in front of it the audio played on cue. You don't walk past that.
Q1 looks quiet from the outside. It isn't. January is the cheapest month of the year to own a city, and February puts three of the biggest nights of the year in one market.
Everyone goes quiet after the holidays, so nobody's competing for the skyline. It's the cheapest share of voice you'll see all year, and our drone shows are priced lower in January than any other month.
Grammys on the 7th, Super Bowl LXI on the 14th, The Oscars five weeks later. Three of the biggest nights of the year, one market, where we already hold a licensed wall. Book by December before it's gone.
Decide how you'll prove it before anything gets built. Who's shooting, where they stand, what goes live that night. If nobody documented it, it only reached the people walking past.
Nobody else is spending in January.
Budgets reset and campaigns haven't launched yet. For about four weeks nobody's fighting you for a wall, a permit or a crew.
It's the cheapest attention you'll buy all year, and the one stretch where a single building can carry a whole market.
It's also when our drone shows are at their lowest rate. Demand drops after the holidays and the pricing drops with it. Lowest cost, least competition, same impact.
Book February in December.
The Grammys on February 7, Super Bowl LXI on February 14, The Oscars on March 14. Three of the biggest broadcast nights of the year, all in Los Angeles, inside five weeks.
Everything that makes those weeks work gets claimed early. Crews, permits, fabrication and wall inventory are gone long before the dates arrive. The brands that show up in February decided in December.
One piece of that market is already ours. We hold a licensed wall at Iron Mountain in Los Angeles, bookable year round with no permit to chase. When everything else in town is spoken for, that's the one we control.
Plan the shoot before the build.
Decide the angles first. Who's shooting, where they stand, when the crowd peaks, and what goes out that same night.
If nobody shoots it, it reaches whoever walked past. Shoot it properly and it keeps going all week.
More of what you scroll past next year won't have happened at all. The renders are getting too good to call out.
Everything we build happens outside on a real night, in front of people who film it because they were standing there.
So we're doing more of it. Projection is still the fastest way to own a skyline, and we're putting more into fabrication and installation alongside it.
Our call for 2027: the work that wins is the work people can prove they saw.
The rest of this year's still open and Q1 is already filling. February goes first, and the licensed walls run year round.
The rest of this year is still open and Q1 is already filling. Tell us what you are planning and we will take it from there.
If what you just read maps to something you're planning, tell us about it and we'll come back within 24 hours.
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