Masterclass 1: Lesson 3 of 5
The U.N. General Assembly gathers for global good
How do you help attendees from 193 countries alternating between six official languages find common ground?
The United Nations is the closest thing the world has to a global conscience and with member nations that cover one-third of the earth’s surface, it’s quite a challenge to focus the organization’s attention. Every event we partner with the United Nations General Assembly (UNGA) has a singular purpose, such as education or women’s rights. We have a responsibility to make these events feel unique, but ultimately serve that purpose.
Step one is creating that purpose and working back to the details that would bring important, but otherwise lengthy chamber discussions to the present and urgent life. For us, this meant signage and activations to make those ideas life-size and interactive.


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A tremendous amount of detail goes into ensuring hundreds of representatives, their teams, and their translators are all queued into what’s happening on stage. The United Nations provided strict specifications around electrical outlets, real-time translation earpieces, and more.


The success of this event has led us to produce signature events for U.N. Women, UNESCO, International Committee for the Red Cross, Education Above All, the Executive Office of the Secretary-General, the United Nations Development Programme (UNDP), and International Telecommunication Union (ITU), among others. We have had the honor of planning and producing virtual and in-person events that include prime ministers, heads of state, ambassadors, and leaders in the private sector during U.N. General Assembly’s Commission on the Status of Women, and throughout the year.
What inspiration might you draw from this?
Sometimes bringing people together is a little more technically complicated.
Invest in partners—once they know the details, everything gets continuously easier.
High-stakes events require extra producers to think through risks.
In the next lesson:
L’Occitane blows up the package.
