YouTube Brandcast ‘16

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YouTube Brandcast 2016

The 11th YouTube Brandcast, the brand’s annual NewFront in May, was once again brought to life with the help of the MAS team. YouTube hosted 150 of its own content creators and an impressive 2,700 attendees at the Jacob Javits Center in New York City, where they demonstrated the power of the platform in connecting advertisers to highly engaged consumers alongside a continuously — and compelling — landscape of user and professionally generated content.

As they walked the red carpet alongside the content creators, Brandcast attendees were greeted by 200 excited fans – fans hoping to catch a glimpse of the creators. The goal of this red carpet experience was to give advertisers a true sense of the YouTube audience and the brand’s impressive ability to cultivate content creators who have helped the platform become a world leader in online video distribution.


Select guests were invited into an executive lounge where they could enjoy the show (and a cocktail) in a more intimate setting. The space was meticulously designed with custom upholstered velvet seating, floral sculptures, and an architectural bar that acted as a visual anchor. A small performance area was created to accommodate an acoustic performance by the rising singer/songwriter Andra Day.

After the show, all of the guests were ushered into an adjoining space where dinner and drinks were served in an unconventional, exploratory fashion. As a nod to the evening’s featured content creators, MAS designed three double-sided creator stations, each in the vein of a different YouTube Channel. Guests could drink wine with Laura Vitale, decorate cupcakes with Rosanna Pansino, and take photos in an oversized refrigerator with the Sorted Food crew. Guests were alerted that dinner was coming to a close when the statement wall’s seemingly decorative YouTube lozenge started to rise, revealing the main show area now transformed into an after-party space. Hoverboard dancers, DJs, a light-up bar, and a performance by Sia was more than enough encouragement to get guests dancing.


Google Teamwork ‘16


Google Teamwork 2016

Google brought MAS back for the fourth year in a row to produce its annual global enterprise conference, Teamwork 2016. Housed in the Venetian Hotel in Las Vegas, the four-day conference was bigger and bolder than ever with its largest audience to date. A packed schedule of content, performances, and networking opportunities was carefully choreographed across the massive hotel space and a few other destinations along the Las Vegas Strip to demonstrate the power of collaboration via the Google For Work platform.

Guests entering the general session were greeted by a photo collage of attendee photos spanning the length of the jaw-dropping 90-foot-wide LED video wall. Consisting of 605 3mm LED video tiles, this seemingly seamless video wall served as the presentation screen and backdrop for an impressive list of high-profile industry and Google executives.



To create an event-specific look, MAS toned down the Venetian Hotel’s ornate interior with clean lines and subdued colors, incorporating only the elements that would cut through the existing noise. Communal lounge areas and four distinct, semi-enclosed partner spaces provided both design and functionality; here guests could work, network, and engage with the featured partners.

After a day of presentations, guests headed to Brooklyn Bowl Las Vegas for the largest of the TeamWork offsite events with over 3,000 guests -- including Google staff, clients, and partners -- in attendance. This 80,000-square-foot space with 32 bowling alleys, 4 bars, and steampunk-inspired decor was the perfect setting for this group. Various live performing acts -- including champagne skirt divas, a stilt walker, mentalist, 1920's black and white drag queen, and The Bumbys -- roamed the party. Onstage performances by Jason Derulo and Girl Talk were both massive crowd pleasers and the soundtrack to an all-night dance party!

MAS took over the awe-inspiring OMNIA Nightclub in Las Vegas to host a 1920’s Great Gatsby themed party. Complete with a 14-piece band and New York City's and Las Vegas’ finest singers and dancers, the party was one for the ages. For the finale, MAS unveiled OMNIA’s famous moving chandelier, and the cannon burst of confetti that showered the dance floor cemented the party’s status as truly unforgettable.


Spotify SXSW ‘16


Spotify SXSW 2016

Austin’s favorite house party returned to SXSW 2016 with a big announcement — a change of address. Formerly held inside an old transmission shop, the Spotify House moved into a once loved Mexican restaurant in the heart of Austin’s East side. Not only was the new space much bigger and better able to accommodate the ever-growing level of interest from festival attendees, but it also offered a newly revamped brand experience with even more partner activations. 

MAS transformed the abandoned property, gutting the interior and replacing it with an interactive playpen that married music, technology, gaming, and film. Features of the new house included a Playstation arcade with interactive photo booth, a pop-up SoulCycle studio, an intimate performance area under a covered patio featuring Google’s Chromecast, a bigger and more modern cantina bar, and an all-new sound chamber listening station.


For the Playstation arcade, MAS outfitted the space with both old-school arcade units and personal console stations where festival-goers had the chance to play pre-release versions of MLB The Show 2016 and Street Fighter V. Gamers not only got a first look at the highly anticipated games, but they were also able to create their own soundtrack as they played, using Spotify’s create-your-own playlist.

Back by popular demand from the year before, SoulCycle enthusiasts were once again invited to start their day with a free ride in the house’s pop-up studio. Taking the experience a few steps further, the entire room was projection mapped with content during each ride that reflected the energy of riders’ output and the music, making this an immersive ride experience. DJs were invited to collaborate with SoulCycle instructors to create live soundtracks for each ride.

Throughout the five-day activation, 45 artists graced both stages, along with numerous DJs and other artists popping in to explore and experience the space. Despite the bigger footprint, the house was still packed to capacity every day! The highlight performance of the week was an exclusive show by the one and only Willie Nelson.