THE CHALLENGE
Abbott was heading to CES 2023, the world’s largest tech event, and needed to do more than just show up. They wanted an immersive booth experience that told a story about health and tech intersecting, not just another product showcase. The challenge: stand out among industry leaders while proving Abbott’s commitment to innovation actually means something. They also wanted to extend the Be The 1 blood donation campaign by bringing the Mixed-Reality activation (and Dr. Mike) to CES.
THE SOLUTION
We built a high-tech, interactive booth that blended touchscreen posters, projection mapping, and dynamic visuals to showcase Abbott’s innovations in a way people would actually remember. The centerpiece, Reaching the Unreachable, walked visitors through Abbott’s advancements. Then we integrated the Mixed-Reality activation with Dr. Mike, powered by Microsoft’s eye-tracking technology, to immerse attendees in what blood donation actually does: saves lives.
MY PART
I was the Creative Strategist. Here’s what that looked like:
✔ Led qualitative research on past CES booths to figure out the right look, tone, and feel for Abbott’s presence
✔ Developed the strategy to bring Dr. Mike into CES, extending his partnership to get more mileage out of Abbott’s investment
✔ Co-wrote Dr. Mike’s script to make sure it aligned with Abbott’s messaging and medical standards
✔ Provided creative direction to ensure the storytelling and motion graphics actually delivered, not just looked cool
✔ Worked with Abbott’s internal and external creative teams to refine the experiential booth elements into something cohesive
Abbott’s booth got featured in EXHIBITOR Magazine’s 2023 Best of CES roundup. They called out our ability to merge technology and storytelling into something that stood out. That’s what happens when strategy drives the creative, not the other way around.
THE RESULT
Abbott’s booth was featured in EXHIBITOR Magazine’s 2023 Best of CES roundup, recognized for its ability to merge technology and storytelling into a standout experience.
