Epson “Swimming in Ink”
Creating an Immersive Live Product Launch in the Heart of Times Square
17,000Gallons of Water
11Times Square Digital Displays
18Hour Production Day
In This Case Study:
When Epson set out to launch a new line of printers, the goal wasn’t simply to unveil a product—it was to create a live brand experience that would capture national attention.
The centerpiece was “Swimming in Ink,” a custom-built 17,000-gallon swimming tank in the middle of Times Square featuring live performances by the U.S. Women’s Synchronized Swimming Team.
But bringing the activation to life required far more than producing a live event. Epson needed a production partner capable of managing the creative, technical, and operational complexity behind one of the world’s busiest public spaces while simultaneously producing broadcast-quality content, live coverage, interviews, photography, Times Square billboard visuals, satellite media tours, and marketing assets for use long after the event concluded.
Broadcast Management Group led the creative services, live production, technical management, and production staffing for the activation. BMG partnered with iDEKO Productions, which managed permitting, staging, power distribution, and fabrication of the custom 17,000-gallon swimming tank.
BMG Main Services
We hired BMG because of their expertise in Times Square events and indeed that expertise proved critical to Swimming in Ink’s great success.
E.J. Freedman — Senior Manager, Marketing Communications, Espon
The Challenge: Delivering a Broadcast-Quality Brand Experience in the Middle of Times Square
Producing a live event in Times Square is unlike working in any traditional venue. Every aspect of production, from logistics and engineering to creative execution and audience experience, had to operate within one of the busiest public environments in the world.
The challenge extended beyond producing a successful live activation. Epson needed a production workflow capable of supporting live audiences, national media, digital marketing, and post-event content simultaneously, all within a single-day production window.
One of the World's Most Demanding Production Environments
The event took place in the center of Times Square, where pedestrian traffic, vehicle access, staging, equipment placement, and production logistics required precise coordination and technical planning.
A Complete Production in a Single Day
Because Times Square plaza rentals operate on a 24-hour schedule, every phase of the project, including setup, rehearsals, live production, and strike, had to be completed within a single booking window, resulting in an 18-hour production day.
Adapting to Last-Minute Technical Changes
Just six days before the event, Pope Francis’ visit to New York required changes to production vehicle placement.
The revised parking location prevented BMG’s planned production truck from expanding into its operating footprint, forcing the team to quickly source a smaller production unit, redesign portions of the technical workflow, and execute the event without impacting the production schedule.
Producing Content Across Multiple Platforms
Beyond the live audience experience, Epson required creative assets for Times Square digital billboards, live streaming, interviews, media coverage, photography, and post-event marketing. Each deliverable had to be captured without disrupting the live production.
The Solution: Integrating Creative, Technical, and Operational Expertise
BMG developed a production strategy that allowed creative teams, technical operations, engineering, and production personnel to operate as one integrated production organization.
The result was a seamless workflow capable of supporting the live event while simultaneously capturing the content Epson needed for marketing, media, and future promotional campaigns.
Multi-Camera Live Production
BMG produced the eight-hour live event using an eleven-camera production that included handheld cameras, a hard camera, a Technojib, and six POV cameras.
The camera plan captured the synchronized swimming performances, audience engagement, Times Square environment, product demonstrations, interviews, and the scale of the custom-built installation while delivering broadcast-quality live coverage.
Creative Services and Digital Display Content
BMG developed show graphics, scripts, pre-produced video elements, and visual content supporting both the live event and Epson’s broader marketing objectives.
The team also created and managed content displayed across eleven Times Square digital billboards, extending Epson’s brand presence beyond the event footprint.
Media Production and Broadcast Support
Throughout the day, BMG provided ENG crews, field production, and a dedicated correspondent to conduct live and recorded interviews with Epson executives, performers, and attendees.
The team also produced satellite media tours with television stations nationwide, expanding the reach of the activation well beyond Times Square.
Event Coverage and Marketing Content
Dedicated photography and behind-the-scenes video teams documented every aspect of the activation.
Following the event, BMG produced twenty-five finished marketing videos supporting Epson’s website, social media channels, internal communications, and future promotional initiatives.
Technical Management and Production Staffing
Behind the scenes, BMG managed the engineering, production planning, technical systems, staffing, and onsite operations required to execute one of Times Square’s most technically demanding brand activations.
When late changes threatened the production plan, BMG rapidly re-engineered the technical workflow and secured an alternate production vehicle without compromising the event or creative vision.
Impact: Turning a Live Activation into Lasting Brand Value
Epson’s “Swimming in Ink” became more than a product launch. It delivered an immersive live brand experience while generating a comprehensive library of marketing assets that continued supporting the campaign after the event ended.
By combining creative services, live production, technical management, media production, engineering, and production staffing into a single coordinated workflow, BMG enabled Epson to maximize the value of a one-day activation across live audiences, broadcast media, digital platforms, and future marketing initiatives.
The project demonstrates BMG’s ability to deliver technically sophisticated experiential productions where creative execution and operational precision are equally critical to success.
Deliverables
Creative development and production planning
Technical systems design and engineering
Production staffing and onsite management
Multi-camera live production
Live streaming and transmission coordination
Times Square digital billboard content
Field production and ENG interviews
Satellite media tours
Event photography
Behind-the-scenes video production
Twenty-five post-event marketing videos
Post-production and content delivery
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