It’s not easy to attract the biggest names in the film industry to Park City, UT, in the middle of winter, but the Sundance Institute made it happen once again for the 2020 Sundance Film Festival, this year Jan. 23 through Feb. 3. The event, which serves as the largest independent film festival in the U.S., offered 12 days of panels, screenings and competitions, but festivalgoers were also treated to a variety of sponsorship activations that catered to the creative community. Here, we take a look at how some of the world’s top brands engaged attendees on the ground. Now, zip up your parka and grab a cup of hot cocoa. We’re headed to the mountains.

Talent agency UTA launched a residency at Sundance this year at an off-site estate where it offered three days of programming to clients and industry professionals. The space, dubbed Sundance House, was converted from a private residence into an event venue featuring panels, lounges, meeting spaces and parties. Highlights included UTA’s annual Brand Leaders Dinner featuring a surprise performance by Ryland James, a celebration of women of color hosted by UTA client Issa Rae, the larger-than-life UTA House Party and an art exhibition featuring photography by Kwame Brathwaite.

Agency: Mirrored Media.

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