For the 2020 Sundance Film Festival, Mirrored Media helped client United Talent Agency achieve their goal of having a buzzworthy presence at the festival without activating on official festival grounds. UTA Marketing hosted three days of programming over the first weekend of the festival at their Sundance House, offering guests, clients, and industry professionals access to seven unique events. This dedicated property allowed UTA to shine in its first, and long overdue, Sundance residency. UTA Marketing led the agency’s activities and programming at a sprawling chalet in the mountains of Park City, Utah. Mirrored Media managed all production, logistics, and programming.
While collaborating with UTA to coordinate and carefully plan each aspect of the weekend, Mirrored Media took extra care to ensure the guest experience was prioritized within the house. The venue was an impressive estate with a stunning view that was converted seamlessly into panel space, lounges, and meeting spaces.
Outside the house, guests were greeted by oversized illuminated UTA letters, ambient lighting, and projections on the facade of the home. Upon entering the large estate, guests were awestruck by picturesque windows backed by scenic mountain and valley views accented with tasteful UTA branding for Instagrammable moments. To support the various programming at the UTA House, various sponsors were featured including Casamigos, Stella Artois, Beyond Meat, and influencer chefs Jon & Vinny.
The event series kicked off on Friday with a discussion on food inequality and accessibility hosted by Chef JJ Johnson and Lyft’s Head of Social Impact. That evening, Mirrored flipped the house for UTA Marketing’s annual Brand Leaders Dinner, in partnership with The Atlantic, Snap, and Tastemade - including a surprise performance from UTA Music client, Ryland James.
Saturday began with a fireside chat celebration in honor of Color Creative, hosted by UTA client Issa Rae. The space was then quickly converted into the Women in Film’s annual Sundance panel, including a conversation with a variety of female producers, actresses, and film executives. Shortly after the panel, Mirrored Media transformed the house for the UTA House Party, a gathering of 600+ guests that included UTA clients, brand executives, influencers, festival-goers, and UTA executives. The event was dubbed the largest Sundance event of the year.
Closing out the weekend on Sunday evening, Refinery 29 hosted the afterparty for Embrace, which premiered at the festival.
United Talent Agency had the goal of creating a meaningful presence during Sundance Film Festival without activating on Main Street. Mirrored Media helped create an immersive experience that gave guests the message that UTA was the talent agency of Sundance by showcasing their variety of offerings and utilizing corporate partnerships and bringing in a wide variety of the agency’s talent to engage with guests, both industry and festival attendees, in an intimate and beautiful setting. UTA gained press coverage in both pre- and post-event recaps for each of the events from film industry media, and left the festival knowing they had achieved their goals. The UTA house was the most talked about destination throughout Sundance 2020.
Winner of the Experience Design & Technology Award