When Big Fish was asked to create a theme and sales story for The Weather Channel’s Upfront presentation, we went straight to the relevance of the brand and arrived at “This is Life.” After all, life changes like the weather. Consumers watch The Weather Channel when they want to walk their dog, go for a run, or head out to work. When consumers are ready to DO something is the moment advertisers need be inside The Weather Channel’s trusted environment and tell their story.