Exterior of a building with colorful graffiti and mural art, featuring the TNT logo and text 'BACKSTORY STUDIO #TTSUMMER', with trees and plants nearby, against a clear blue sky.
People socializing at a colorful, abstract mural wall, some sitting at tables and some standing.
Interior of a cafe or lounge with colorful geometric mural wall, white chairs, a barista counter, hanging globe light, and industrial ceiling with ductwork.
Colorful mural with overlapping circles and the phrase 'Storytelling is everything' in white text. The mural is behind a sofa with various patterned pillows and a wooden table.

TNT x NORTHSIDE FESTIVAL

32 million impressions. One Brooklyn FESTIVAL.

CLIENT – TNT
PROJECT – TNT Backstory Studio
AGENCY – Civic Entertainment
ROLE – Creative Director • Producer

CHALLENGE
Position TNT as a premier content provider to a younger audience through influencers, as well as promote their upcoming new summer programming.

SOLUTION
The TNT Backstory Studio organically connected festival-goers with the TNT brand during the Northside Music & Innovation Festival in the heart of Williamsburg, Brooklyn. My team at Civic transformed the intimate café/bar Kinfolk 90 into a hospitality and programming hub spotlighting unconventional storytellers.

We designed and branded every aspect of the space to drive social sharing, from the eye-catching facade to the Mad Libs bar top and polaroid wall. We packed the schedule with tastemakers from performance, art, fashion, food and music – everything from live podcasting with Snap Judgment, Drunk Shakespeare, Drag Queen Story Hour, Brooklyn Magazine band showcases, and a custom immersive performance with Little Cinema and House of Yes.

OUTCOME
During 27 themed events over 4 days, we earned over 32 million media impressions.

Facade and mural graphics: Rogers Eckersley Design (RED), with artwork provided by TNT.

Collage of social media posts promoting various events and workshops, including schedules and locations, with colorful abstract backgrounds.
Pink infographic showing social media engagement statistics for TNT drama across Facebook, Twitter, and Instagram, with percentages for post engagement, impressions, video views, followers, and fan growth.
People watching a movie at Little Cinema, with the film titled 'Animal Kingdom' on the screen. The theater has neon signs and a dark, theatrical atmosphere.
People watching a movie at Little Cinema, with the film titled 'Animal Kingdom' on the screen. The theater has neon signs and a dark, theatrical atmosphere.
Stage performance with a performer using a jetpack, creating a burst of smoke and sparks, audience watching in a dark theater.
Stage performance with a performer using a jetpack, creating a burst of smoke and sparks, audience watching in a dark theater.
Colorful promotional poster for TNT and Northside backstory studio event, June 8-11, with location details in Brooklyn, NY.
A laptop displaying a website with a pink background, featuring a large illustration of a mouth licking a lollipop, and tabs labeled Home, Thursday, Friday, Saturday, and Sunday. The date displayed is Friday, June 9, and there are articles about various events below the illustration.
Laptop screen displaying an event webpage with navigation menu for days of the week, a highlighted date of Saturday, June 10th, and various articles and images beneath.
Laptop screen displaying a website with a colorful abstract header, navigation menu with days of the week, and images of live music performances and artists.
Collage of six images from an event, showing speakers, a food platter, art studio displays, and fashion items.
Multiple scenes from a TNT Backstory Studio event on June 8th, including storytelling sessions, a DJ, and a music performance, with vibrant backgrounds and audience engagement.
Collage of six photos from TNT Backstory Studio event on June 10th, including DJ Tara and DJ Darling Chuck, a woman eating pizza, a live podcast with Bust Magazine Poptarts, a woman with elaborate nail art, a woman sewing or crafting, and a woman drawing or coloring at an artist studio.
Six photo collage from a studio event on June 11th, featuring outdoor runs, skateboard art, podcast interview, food, textile art, and illustration.