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:
I was the Creative Strategist for this project. Part researcher, part strategist, part creative director. I led qualitative research on past CES booths to shape the look, tone, and feel of Abbott’s presence, developed the strategy to bring Dr. Mike into CES, and co-wrote his script to align with Abbott’s messaging and medical standards. I also provided creative direction, ensuring storytelling and motion graphics delivered a compelling experience. In addition, I worked closely with Abbott’s internal and external creative teams to refine the booth’s experiential elements, ensuring a cohesive, high-impact presence that maximized engagement.
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.
