Behind the Scenes at Upgrade 2025: Powering Innovation with Strategic Communication

By Lauren Fischer

Bold ideas became impactful stories at the recent NTT Research Upgrade Reality event. At Upgrade 2025, the energy was electric—and not just because of the cutting-edge tech on display. Wireside played an essential role in shaping how the guests experienced the event, developing and executing a comprehensive media engagement strategy that amplified NTT’s vision and placed key innovations in the spotlight. From customized media itineraries to exclusive interviews and behind-the-scenes access, our approach was rooted in storytelling, strategy and strong relationships.

Central to our success was the focus on trending themes—AI, Security, and Sustainability—delivering curated experiences that resonated with top-tier media and industry influencers alike. But beyond the buzzwords and headlines, what truly made the difference was the human connection.

In a digital-first world, the value of in-person interaction cannot be overstated. Coordinating on-the-ground engagements allowed us to foster genuine, one-on-one conversations between spokespeople and the media—conversations that went deeper than a press release or soundbite ever could. These moments of connection lay the groundwork for more meaningful storytelling and long-term media relationships.

Below, several members of the Wireside team reflect on their experience at Upgrade 2025 and how the countless hours behind the scenes—planning, prepping and pivoting—helped elevate NTT’s vision, foster meaningful media connections and bring the energy of Upgrade 2025 to life.

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From the moment we met with the Japan PR team, the energy around Upgrade Reality 2025 was undeniable. The Wireside team did a phenomenal job laying out the vision for the conference, and the level of preparation was outstanding. That evening, the press welcome party on the hotel’s rooftop was the perfect kickoff. With the city skyline in the background and the entire Wireside team—Lauren, Paige, Mallory, Nick, Stephen, Joya and me—present, the vibe was warm and collaborative. Watching our team connect with media, setting the tone for the days ahead, was a highlight all on its own.

NTT Research’s Upgrade Reality delivered on its promise in every way: the venue was packed, the exhibits dynamic and press engagement exceeded expectations. Seeing the media’s genuine curiosity and the clients’ pride in their work was rewarding. I couldn’t have been prouder of the way the Wireside team showed up—not just to represent our clients, but to contribute meaningfully to an event that celebrated innovation, collaboration and the future.

RJ Bardsley, Partner and Co-CEO

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The future is so bright, we had to wear shades. This photo encapsulates my experience at NTT Research’s Upgrade Reality 2025. Attending as part of the Wireside team was more than just another professional milestone—it was a front-row seat to innovation in motion. With interactive exhibits highlighting advancements in areas such as the Innovative Optical and Wireless Network (IOWN), photonic devices and modern cryptography, NTT showcased their research in a way that was both substantial and inspiring.

The event also emphasized the practical applications of emerging technologies, including the use of a robotic dog for safety checks in a factory. I also appreciated the robot’s ability to wave. While it seems silly, that small moment captured some of the spirit behind NTT’s innovation: the intersection of complex science and accessible, even playful, interactions.

In addition, Upgrade set the stage for NTT Research’s next foray into what’s possible with the Physics of AI lab. It was inspiring to hear the science behind this field of study, hinting at a future where machine learning can mirror our natural systems. Working on media relations for the event felt less like work and more about sharing stories with the world that contribute something truly meaningful.

Lauren Fischer, Account Manager

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I had the exciting opportunity to fly to San Francisco to support my first-ever client event, NTT’s Upgrade! I was thrilled to be on the ground, as I had worked previously on the logistics and coordination for last year’s event. There were so many amazing things about participating in Upgrade 2025, including seeing NTT’s innovation firsthand and meeting a variety of journalists and influencers from all over the world. My favorite part of the event was coordinating impromptu briefings on the show floor between reporters and NTT spokespeople at the display booths. I also enjoyed sitting in on Ian Murphy’s podcast recording with Tak Goto and Fang Wu. It was interesting to see the behind-the-scenes steps of a podcast recording and listening to Ian, Tak and Fang discuss attribute-based encryption. Overall, it was extremely rewarding to see our team’s hard work come together and it was a valuable learning experience that allowed me to further develop my professional skills.

Mallory Knabel, Account Executive

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As we look back on Upgrade 2025, one thing is clear: innovation isn’t just about technology—it’s about people. By connecting the right stories with the right voices, and creating space for real conversation, we helped bring NTT’s vision to life in a way that was both powerful and personal. And, in doing so, we reminded ourselves why showing up—in person, with purpose—still matters.