THE CHALLENGE:
Abbott needed to make a powerful impression at CES 2023, the world’s largest tech event, by showcasing its cutting-edge healthcare technology in an engaging, immersive way. The goal: stand out among industry leaders while reinforcing Abbott’s commitment to life-changing innovation. Abbott also aimed to extend the impact of its Be The 1 blood donation campaign by integrating a Mixed-Reality activation featuring Dr. Mike to drive awareness and engagement.
THE SOLUTION:
Our team developed a high-tech, interactive booth blending interactive touchscreen posters, projection mapping, and dynamic visuals to showcase Abbott’s innovations in a compelling way. A key feature, Reaching the Unreachable, guided visitors through Abbott’s advancements, while the Mixed-Reality activation with Dr. Mike, powered by Microsoft’s eye-tracking technology, immersed attendees in an educational experience on the life-saving impact of blood donation.
MY PART:
As the Creative Strategist for this project, I blended research, strategy, and creative direction to shape Abbott’s CES presence.
✔ Led qualitative research on past CES booths to define the look, tone, and feel of Abbott’s presence.
✔ Developed the strategy to bring Dr. Mike into CES, extending his partnership to maximize impact.
✔ Co-wrote Dr. Mike’s script to align with Abbott’s messaging and medical standards.
✔ Provided creative direction to ensure storytelling and motion graphics delivered a compelling experience.
✔ Worked closely with Abbott’s internal and external creative teams to refine experiential booth elements for a cohesive, high-impact presence.
RECOGNITION: 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.
