D’italiano wanted to create a fun and engaging event to support their "Live Large" campaign. Union Creative proposed something revolutionary: a YouTube masthead takeover with live professional tenors performing bread-related tweets streaming in real-time. During the one-day event, viewers submitted tweets for the tenors to sing and watched their culinary creations rise to operatic heights.

Aside from the live-stream and the masthead itself, the challenge was behind the scenes. Legal consent was needed to use viewers' tweets, and user-generated content should be moderated before it's presented to an audience. Pixelpusher created a seamless solution that allowed users to give legal consent and compose their tweets, without removing the user from the experience. Pixelpusher also created a moderation interface that let the show producers select which tweets would appear in the masthead.

Client: D’Italiano
Agency: Union

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