BetterUp’s Uplift program isn’t your average corporate event. It’s a carefully designed experience that brings together HR leaders and workplace visionaries to explore how science, behavior, and AI are shaping the future of work. The content leans into BetterUp’s own research platform, which dives deep into topics like behavioral psychology, leadership development, and well-being at work.
For the 2025 program in New York City, BetterUp needed more than compelling speakers and a great venue. They needed a team that could interpret the vision, navigate a complex venue, and build an experience that felt both expansive and deeply personal. Over ten days on site, and months of planning before that, Uplift came to life through creative thinking, technical precision, and a team that worked like they’d been doing this together for years.
The Vision: Led by Marcy Reed
Executive Producer Marcy Reed brought Uplift to life with the kind of leadership that sets the tone for everything else. She’s known for building teams rooted in mutual respect, clarity, and care, where every person on the call sheet feels empowered to do their best work. “I look for people who are kind communicators,” said Marcy. “People who support each other, speak up when something isn’t working, and are honest about what they know and what they don’t. I like to pair seasoned experts, like Alex from Protostream, with team members stepping into new roles. That mix creates both trust and growth.”
Her approach created an environment where problem-solving was second nature, and support moved freely between departments. “Of course there were bumps in the road,” said Liam Fracht-Monroe, Business Operations & Account Lead at Smorgasbord. “But the team was strong. When the plan zigged, we zagged.”
The Experience: Designed by Smorgasbord
As the creative agency and production design partner, Smorgasbord shaped the visual language and spatial design of Uplift. From scenic elements to show flow, their work reflected the heart of the BetterUp brand while inviting moments of reflection, interaction, and energy.
“BetterUp’s product experience area was where we really got to play,” said Liam. “The demo pods were a highlight. Corrugated acrylic sheeting with built-in lighting gave them a layered, almost mysterious quality. And on the main stage, pushing over a million pixels onto a curved LED wall gave us a huge canvas for storytelling.”
What made their work especially impactful, though, was the spirit of collaboration.
“This team used each other as a resource in such a healthy way,” said Marcy. “When someone had bandwidth, they jumped in. Graphic designers helped with signage, audio engineers handled last-minute voiceovers, and our signage TD stepped up to produce invite-only sessions when a teammate couldn’t make it. Everyone showed up with a ‘we’ve got this’ attitude.”
The Infrastructure: Powered by Creative Technology
Creative Technology (CT) led the AV infrastructure across the show, managing LED systems, power, lighting, and video integration. The venue wasn’t easy. Tight docks, small elevators, and limited labor. But with CT’s experience and prep, and technical direction leadership from Smorgasbord, we made it all work.
“The biggest challenges were the physical constraints of the venue and timeline,” said Christopher Hibbard of CT. “We leaned into local gear and strong prep. Everything was labeled, packed, and ready to roll.”
On top of logistics, CT supported the creative execution.
“We used new ROE BP2-C tiles to create a clean, curved LED wall. The final look was beautiful, especially against the reflective flooring from scenic. From an audio perspective, Protostream had to work around that wall to keep the PA invisible but effective. They absolutely nailed it.”
The Audio: Engineered by Protostream
Protostream handled audio from start to finish. Design, build, mixing, and support across multiple stages and formats. Our job was to make sure every word landed clearly, and every moment felt close, whether in the room or online.
That meant:
PA placement that didn’t obstruct scenic or video
Broadcast and in-room mixes tuned in real time
Flexible support across session rooms and breakout spaces
“The content for Uplift is deeply human,” said Marcy. “It’s emotional, motivational, personal. Protostream made sure that every single person could hear and feel it. Alex, our audio engineer, brought the message right to them.”
And beyond the tech, we looked for small ways to improve the audience experience. “I’ve never gotten more compliments on music,” Marcy shared. “People stayed on the stream between sessions, working to the playlist. It made a huge difference.”
The Collaboration: Why It Worked
This was a team that respected the process and each other. Everyone knew their role, leaned into the challenges, and stayed flexible without losing sight of the bigger picture.
“We (CT) worked directly with Protostream and Smorgasbord to make sure every integration was thoughtful,” said Hibbard. “From gear selection to system weight, every decision was made with efficiency and collaboration in mind.”
It worked because people cared. They communicated clearly, showed up for each other, and kept the focus on delivering an experience that felt easy, even with the challenges thrown their way.
We’re proud to have been part of Uplift and even prouder to work alongside partners who value the same things we do: great communication, mutual respect, and a shared commitment to getting the details right.
Looking for a team like this? Let’s talk about how Protostream can support your next production. Talk to the Team
Special thanks and shout out to:
Jamie Cherry – General Session Producer
Claire Thompson – Creative Direction
Larry Kargol – General Session Technical Director
Rob Holland – Rigging and Lighting Designer
Dan Bouchante – A2
James Ostrom – Systems Engineer
