Experiential marketing agency Gradient Experience specializes in creating immersive, technology-driven brand experiences designed to engage and inspire audiences. Based in New York City with global offices, Gradient leverages a multi-disciplinary approach, combining design, technology, psychology, and entertainment to craft innovative and emotionally resonant events.
With expertise spanning interactive installations, live events, and augmented reality, Gradient works with the world’s most recognizable brands, such as Viktor & Rolf, Armani Beauty, JCP, and ZTE, to create highly engaging, immersive experiences that bridge relationships between brands and consumers. Central to many of these memorable, story-driven activations is a range of Vizrt technology.
Technology That “Shows” – Not “Tells”
Gradient’s relationship with Vizrt was formed through Gradient’s Head of Production, Corey Protin, who had experience with the TriCaster in 2019. “I was working at Time Magazine, and we were doing live coverage of Obama’s State of the Union. The show used various Vizrt systems, including TriCaster,” shares Protin. “I also worked as Business Insider’s Global Media Studio’s Manger, where part of my responsibility was building out their broadcast facilities, which included Vizrt systems. So, I’ve had a long, positive history of working with Vizrt solutions. When I came to Gradient, it was a no-brainer to use it here, too.”
Gradient’s experimental ethos helped it pivot from in-person events to hybrid and live-streamed experiences during the pandemic, building out a selection of studio facilities at its offices in New York City. With a TriCaster TC2 Elite at the heart of its production setup, Gradient’s first production using Vizrt tools was a crucial one of its own—creating 3D virtual words to host and pitch clients.
“We both surprised and delighted clients when they joined our calls, bringing them into meetings where they saw our C-suite in a virtual world built with virtual sets. The TriCaster and its graphics capabilities made it an essential tool that helped jump-start our live video and livestream business as the pandemic took hold. It was the perfect example of showing, not telling,”adds Protin.
In-House Innovations Across Livestream And Beyond
With Vizrt at the heart of Gradient’s control room, Ground Control, they can create digital-first events at a moment’s notice––whether for virtual-first productions, local studio content, or larger productions with on-site cameras pushed to the cloud.
In 2023, Gradient delivered a pre-recorded dynamic livestream to 300 global journalists during CES for multiple Samsung Divisions. The production utilized NDI-enabled playback controlled with the TriCaster TC 2 and 4-Stripe Control Panel. This multi-functional livestream experience was pushed to a web platform where Gradient could collate registration information for its clients. “Because the TC2 is a core component of our server stack, we’re able to spin up virtual productions and quickly push content globally at a moment’s notice. These systems enable us to bring white-glove touch to productions of any size,” said Protin.
Over time, Gradient’s innovative solutions have proven the power of live-streamed product demonstrations. Working closely with Armani Beauty, Gradient helped bring a makeup product showcase to life with a globally broadcast masterclass. With a TriCaster TC 2 and Vizrt-based Graphics, Gradient created a highly interactive experience with a 96% interaction rate from its viewers.
“Armani Beauty partnered with us to produce a two-part livestream masterclass to help them cement their product as the go-to for professional makeup artists. Since the client had targeted KPIs to drive consumer purchasing, we could use our Vizrt products to create a shoppable experience for the virtual consumer with interactive graphics and buy-through graphics,” says Protin.
Translating High-Impact Immersive Experiences to Screen
With an established track record in creating high-impact live video experiences for clients, Gradient works with many high-profile brands, often on a repeat basis. It’s not just for livestream events either. Gradient successfully uses the TriCaster to support real life and hybrid events and a range of conferences with high expectations and a need for high production values.
For Wall Street Journal’s Health Forum, Gradient leveraged the power of the TriCaster family to create a hybrid event space for an influential community of business leaders across the globe to explore trends, technologies, ideas, and opportunities reshaping the business and science of health. Over two days, the Gradient team created an engaging environment encouraging conversation that translated well to screen. A TriCaster NDI Mini and TriCaster Mini Control Panel helped broadcast a range of event elements, including mainstage sessions, expert panels, and deep dives live to a global audience.
“When we’re building out our control rooms or on-site setups, they’re sleek. Our clients come to Gradient because we put as much care into our Back-of-house as our front-of-house. We design our video village areas to be client-facing, human-first experiences, and our Vizrt tech helps us accomplish that goal,” Protin says.
With Vizrt, Gradient continues to redefine experiential marketing by seamlessly integrating cutting-edge technology and immersive storytelling––delivering dynamic live events and innovative virtual experiences that forge lasting connections between brands and audiences.
