Reimagining The Tour at NBC
Four permanent media experiences for The Tour at NBC Studios, revealing the creativity, technology and craft behind modern television.
A Tour for a New Generation
NBC was embarking on a major refresh of its iconic studio tour at 30 Rockefeller Plaza. Television production had transformed. The visitor experience hadn't.
The brief wasn't to update the content. It was to help a new generation understand how television is actually made.
30 Rock became a design blueprint
The visual language for the project began with 30 Rockefeller Plaza itself.
Drawing on the building's Art Deco details, materials and craftsmanship, we created a contemporary design system that felt both distinctly NBC and relevant to modern audiences.
As Creative Director, I shaped the concepts and narrative direction across the project, overseeing scripting, film direction and motion design while working closely with the Art Director to develop a unified visual language for the tour.
Bringing the story of NBC to life required a blend of live-action filmmaking, motion graphics, 3D visualisation and archival storytelling.
Hundreds of photographs, broadcast assets and historical references were woven into a large-scale timeline experience, while bespoke animations combined particle systems, architectural models and filmed content to create a visual language rooted in both heritage and innovation.
Four media experiences run throughout the tour, from NBC's ninety years at Rockefeller Center to the collaboration and technology behind bringing live television to audiences around the world. Together, they reveal the people, processes and systems that sit behind every broadcast.
Together, the installations transform a studio tour into something else: an exploration of how television is conceived, produced and shared, in the building where the medium was born.
Since opening in November 2023, the media experiences remain a permanent part of The Tour at NBC Studios and have been praised by visitors for bringing the world of television production to life.