NBC – Once in a Lifetime

The Challenge

In February of 2022, NBC wanted to come up with a creative advertising stunt to celebrate a once in a lifetime moment – the Winter Olympics and Super Bowl both being broadcasted on the network within two weeks of each other. With Los Angeles as the super bowl host city, GDX decided to take advantage of the national stage and bring some unusual weather to the city of angels.

The Solution

72 degrees, sunny… and snowing in Los Angeles? That’s exactly what we did to celebrate this Once in a Lifetime moment. GDX and NBC brought in 40 tons of ice to produce real snow to Santa Monica place and created a set where The TODAY Show’s Al Roker could do his morning weather report.

Local NBC affiliates also stopped by to report on this monumental activation. After the filming, this activation turned public facing and had over 30,000 passersby check this out. Fans could play around in the snow, make snow angles and grab some Once in a Lifetime pics!

Related Projects