NBCUniversal Brings the Best in Creativity at South By Southwest 2025
At SXSW, NBCUniversal's Creative Partners and Leadership showcased the behind-the-scenes process of bringing our brands to life, highlighting the nexus of creativity and partnership.
March 14, 2025
As a company, NBCUniversal demonstrated its prowess as the intersection of media and culture, and showed how it's bringing brands and audiences along for the ride. From conversations with creative partners, behind-the-scene panels, press moments from leaders across Peacock and NBCUniversal's Advertising and Partnerships division, and an insightful panel from the Rotten Tomatoes Lab, there were countless opportunities to learn from industry leading voices.
Ahead of the massive slate of content coming up in 2025 and 2026, including the NBA/WNBA, the Milan Cortina Olympic Winter Games, Super Bowl LX, NBA All-Star Game, FIFA World Cup in Spanish, and more, NBCUniversal showcased its exciting future, all leading up to NBC's 100th Anniversary milestone.
Behind the Scenes of the Creative Process
Pitch to Screen With the Team Behind St. Denis Medical
Eric Ledgin, showrunner of NBC’s new hit series St. Denis Medical, and Jim Donnelly, EVP of Comedy Development at Universal Television, took audience members behind the scenes of the critically acclaimed workplace comedy.
It really felt completely in the wheelhouse of what Universal Television does…it has that sense of community, which I think is really important, at least for me, in terms of the comedies we produce. —Jim Donnelly
They discussed bringing the show to life, exploring key scenes and giving unparalleled insight on the development process from the initial pitch to a successful launch of a a comedy set in a hospital.
I don’t think there’s a right or wrong answer of what tone you want to go for, but I think it’s very helpful to know what works within it and what doesn’t... [For me] it’s not big setup, big punchline, it’s more like life when people are just being funny with each other at the end of the day. —Eric Ledgin
You can find all episodes that have aired so far from Season 1 now streaming on Peacock.
Listen to the full conversation here.
Showrunners Eric Ledgin, Nahnatchka Khan, and Lang Fisher with Gold Derby Editor-in-Chief Debra Birnbaum. Photo credit: Nick Piacente for SXSW
Universal Television Showrunners on the Art of Comedy
Universal has a rich history in the world of comedy. From iconic shows like The Office and 30 Rock, the art of comedy is in Universal's DNA. At SXSW, showrunners Eric Ledgin (St. Denis Medical), Nahnatchka Khan (Laid) and Lang Fisher (The Four Seasons) shared how they bring comedy shows to life for our audiences.
You don't want everything to gravitate towards darkness because there's enough of that in real life. I kind of like that it’s open. We're all now a little more free to explore both sides in in the shows we make. –Lang Fisher
You can find Laid now streaming on Peacock.
From sharing their best advice on breaking into the industry, finding your voice in the writer’s room and so much more, listen to the exclusive conversation here.
Rebecca Henderson (Melissa Roxburgh) on The Hunting Party Season 1 Episode 3. Photo: David Astorga/NBC
Inside the TV Writers’ Room of NBC’s The Hunting Party
NBC’s gripping new drama The Hunting Party follows a mysterious explosion that allows the nation's most violent serial killers to escape. At SXSW, the show's co-showrunners, JJ Bailey and Jake Coburn joined NBCU LAUNCH alum Keto Shimizu for a conversation on bringing a script to life for broadcast TV and the power of authentic storytelling.
You can find The Hunting Party now streaming on Peacock.
Go inside the TV Writers’ Room with the full conversation here.
Rotten Tomatoes and NBCU Launch bring Critics to the forefront at SXSW
How Film/TV Critics are Building Engaged Audiences
Rotten Tomatoes partnered with NBCUniversal Launch to host a panel where Awards Editor Jacqueline Coley was joined by Sharronda Williams Founder and Host, (PayorWait), Kristy Puchko (Film Editor, Mashable), and Amanda the Jedi (YouTube Content Creator) for a conversation centered on reviewing new media platforms.
This session was produced through The Rotten Tomatoes Lab: Critics Edition, an ongoing panel series that provides tools and advice for how to build a career as a film/TV critic – how to navigate film festivals, pitch to editors, and build networks across fellow press, publicists, studios, and talent. Hear from Jacqueline, Sharronda, Kristy, and Amanda here.
Unleashing Brand Fandom: Turning Fans into Advocates
In an era where everything is social—from media to retail—fans don’t just consume; they advocate. Whether it’s a championship team, a new movie franchise, or the season’s hottest television series, connecting with fans in an authentic way is key to building a successful brand. Alanna Fernandes, VP of Marketing Strategy & Analysis at Peacock, was joined by Fotoulla Damaskos (National Research Group), Erin McDonough (Paramount Pictures), and Jenny Whitlock (NBA), to discuss winning trust from fan communities across all mediums.
Check out the full conversation here.
Cori Abraham, Senior Vice President of Development, NBCUniversal took the stage alongside Mary Robertson, Maxine Productions and Karolina Waclawiak, BuzzFeed Studios
The Time for True Crime: Pop Culture Portrayed on Screen
True crime stories have surged in popularity, captivating audiences across pop culture mediums, including documentaries. In this panel, NBCU’s Cori Abraham, SVP of Development for True Crime and Documentaries, was joined by industry experts Mary Robertson (Maxine Productions/Quiet on Set), and Karolina Waclawiak (BuzzFeed Studios/The Rise and Fall of LuLaRoe) to share insights on telling true and authentic crime stories within the pop culture lexicon, ensuring each story is informative, entertaining, and sensitive. Listen to the full panel.
Kimberly Burnick, Senior Director, Sustainable Content & Partnerships, NBCUniversal took the stage alongside Sam Read, Sustainable Entertainment Alliance, Emma Stewart, Netflix and Jennifer Lynch (Paramount Pictures)
Green Sets & Great Stories - Film & TV in a Changing Climate
Kimberly Burnick, Senior Director, Sustainable Content & Partnerships, joined an insightful cross-studio panel exploring the growing opportunities for entertainment to integrate sustainability from script to screen. Joined by Sustainable Entertainment Alliance’s Sam Read, Netflix’s Emma Stewart, and Paramount Pictures’ Jennifer Lynch, the panelists discussed how they’re implementing sustainable production practices that reduce our environmental footprint while supporting great stories that engage with our changing climate on screen. Listen to the conversation here.
The Power of Branded Storytelling
Josh Feldman, Chief Marketing Officer, NBCUniversal Advertising & Partnerships with Primo Brand's Kheri Tillman and Comcast's Clayton Ruebensaal
PMC Marketing Leadership Summit: Leading with Innovation and Consumer-Centric Strategies
Josh Feldman and Primo Brands' Kheri Tillman explored a successful partnership between Saratoga water and Bravo’s “Top Chef.” Plus, with Comcast’s Clayton Ruebensaal joining the conversation, Josh and Clayton touched on the power of Comcast NBCUniversal’s diverse portfolio and the marketing opportunities that exist at the intersection of media and culture. From the Olympics to BravoCon, to SNL50, Josh highlighted how NBCUniversal is transforming the consumer experience through seamless, relevant, and engaging advertising. The conversation was moderated by Deadline’s Jill Goldstein.
Josh Feldman, Chief Marketing Officer Advertising & Partnerships, NBCUniversal took the SXSW stage at the Advertising & Brand Experience track alongside Han Wen, Chief Digital Marketing Officer for L'Oréal Groupe in the US
Game Change: The New Rules of Brand Engagement
By reflecting back on the unique partnerships between L'Oréal and NBCUniversal, Han Wen and Josh Feldman shared their advice for marketers in the room to lean into innovative marketing and authentic storytelling. From “Love Island USA” integrations and shoppable moments with Maybelline to an SNL50 partnership with L'Oréal (CeraVe and Maybelline) as a Presenting Sponsor, Josh and Han spoke on the importance of listening to the audience, trusting the creative process, and leading with storytelling to make an incredible impact on culture. The conversation was moderated by Digiday’s Kristina Monllos.
At SXSW, Jamie Cutburth, EVP, Creative Partnerships, NBCUniversal Advertising & Partnerships, sat down with Gordon Young, Co-Founder and Editor-in-Chief of The Drum to reflect on NBCU's presence at the conference and its focus on the power of culture-defining content, from SNL50 to BravoCon. The article touched on how these gold standard examples are redefining the future of branded storytelling and television advertising. Read the piece, here.
John Jelley SVP, Product and User Experience, Peacock & Global Streaming
Branded Entertainment: Where Commerce Meets Creativity
John Jelley, SVP, Product and User Experience, Peacock & Global Streaming, was joined by James Kuczynski, Senior Creative Director, Duolingo, and Anne-Margot Rodde, Founder and CEO, Creators Corp, in a conversation moderated by Jeff Beer, Senior Staff Editor, Fast Company, to discuss how entertainment brands can create experiences that foster authentic connections with their fans. John highlighted how Peacock is piloting casual mini-games to give fans more opportunities to go deeper into the content they love.
Vinnie Dunleavy, NBCUniversal Senior Vice President, Client Partnerships, Advertising & Partnerships
The Female Quotient Equality Lounge: “The W Factor: How Women's Sports Became the Hottest Investment in Brand Marketing”
Vinnie Dunleavy, SVP, Client Partnerships, Advertising & Partnerships led an insightful discussion on the power of women's sports and the data-driven impact brands achieve by investing in women's sports and female athletes. Alongside 72andSunny's Damaune Journey, Ulta Beauty's Kelly Mahoney, and Ispos' Jamie Stenziano, Vinnie spoke to NBCUniversal's leading commitment to telling important stories of women's sports.
Sujatha Mamidibathula, Senior Vice President, SMB Growth Team, NBCUniversal Advertising & Partnerships
The Female Quotient Equality Lounge: “New Rules, Real Stories: The Leaders Reshaping Media.”
Sujatha Mamidibathula, Senior Vice President, SMB Growth Team, NBCUniversal Advertising & Partnerships joined a panel alongside AWS’s Croi McNamara, The Trade Desk’s Kat Vesce, and OUTFRONT Media’s Rachel Wintner. Sujatha explored how she brings her tech background to the forefront of NBCUniversal’s innovation where she and her team empower small and medium-sized businesses to advertise on premium content across NBCUniversal through programmatic technology, commerce-enabled solutions, and a dedicated SMB sales team.
Universal Pictures and Focus Features Premiere Upcoming Projects
Director James Griffiths, Tom Basden, Tim Key and Carey Mulligan at The Ballard of Wallis SXSW premiere
Focus Features’ The Ballad of Wallis Island
The Ballad of Wallis Island follows Charles (Tim Key), an eccentric lottery winner who lives alone on a remote island and dreams of getting his favorite musicians, McGwyer Mortimer (Tom Basden and Carey Mulligan) back together. His fantasy quickly turns into reality when the bandmates and former lovers accept his invitation to play a private show at his home on Wallis Island. Old tensions resurface as Charles tries desperately to salvage his dream gig.
Joining a panel moderated by Fast Company editor-in-chief, Brendan Vaughan were James Griffith (executive producer and director); Tim Key (executive producer and actor); Carey Mulligan (executive producer and actress) and Tom Basden (writer and actor).
Watch the film’s official trailer here.
Universal Pictures’ Drop
Meghann Fahy and Brandon Sklenar at SXSW. Photo Credit: Michael Buckner
Drop, from director Christopher Landon and producers Jason Blum, Michael Bay, Brad Fuller and Cameron Fuller premiered to enthusiastic crowd at SXSW. The thriller follows a first date gone wrong when Violet (Meghann Fahy) goes on a date with Henry (Brandon Sklenar) only to receive a series of terrorizing drops to her phone.
Speaking at SXSW, Meghann shared her emotional connection to Violet:
“I loved her immediately and I just thought it was really beautiful the way that they sort of wove in her past experience. Something Chris and I talked about was how sort of uniquely suited she is to be in the situation that she’s in,” she said on stage. “I was immediately smitten with her.”
Watch the trailer and learn more about the film here.
