To celebrate the launch of Peacock’s workplace comedy The Paper, Peacock and HudsonGray brought the show’s fictional newsroom to life with a one-day, immersive activation in the heart of New York City. Custom-built newsstands modeled after the Toledo Truth Teller, the newspaper at the center of the series, appeared in iconic public spaces, such as Rockefeller Center and Flatiron Plaza, transforming everyday city moments into playful, unexpected encounters. 

 

The experience blended nostalgia and spectacle through teams of BAs reading oversized newspapers, branded newspaper boxes with takeaways, and a towering “Tower of Truth” installation that doubled as a photo-worthy centerpiece. Surprise appearances from cast members further blurred the line between fiction and reality, inviting fans and passersby alike to step directly into the world of The Paper. 

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Photography: Bryan Bedder & Ralph Bavaro/Peacock