Tradeshows
A tradeshow introduces a very different dynamic to how people think and behave in 3D spaces. Understanding the psychology of this, not just the 'target audience' but people in general and how it will affect the creative is key. As opposed to a captive audience that can be engaged over a sustained period of time a trade show audience is essentially a moving crowd, a force of nature - constantly distracted, presented with competing messages and free to walk past at any moment. With this kind of audience you must first engage, then quickly communicate relevance and give people a reason to transition from crowd member to stand visitor.
The psychology of how people act and react in spaces I find fascinating and is a key element in my creative thinking. Below is a tiny fraction of the eclectic mix of trade show projects I have worked on from tiny to huge budgets but all based around a solid strategic idea driving engagement and compelling storytelling.
Jaguar Land Rover
The challenge was to introduce the advanced technology of JLR’s new Ingenium engine platform
in a way that was both engaging and easy to understand.
I developed a 3D concept sympathetic to the existing stand design, using a simple narrative and a combination of digital and hands-on interactive technology to bring the engineering story to life.
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Emis
Following a series of acquisitions, EMIS needed to launch its expanded capabilities across
the healthcare sector and stand out in a crowded exhibition environment.
The brief was simple: start conversations. We literally brought my concept sketches to life as a piazza and coffee shop which aligned nicely with the live artist mapping how EMIS digitally connected the healthcare landscape.
The stand remained busy throughout the show and generated a threefold increase in post-event leads.
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Crown Commercial Service
I’m a firm believer that there’s no direct correlation between good ideas and budget. The opening conversation with the client started: “What we do is really boring. Can you make us look interesting?”
I looked outside the sector for inspiration and came up with The Art of Procurement, literally turning their show presence into an art gallery. The story was presented as ‘art’, using simple analogue techniques including anamorphic graphics, lenticular panels and anaglyph colour.
It stayed within the very limited budget and was voted best in show.
Department for Business & Trade
Warner Bros. Harry Potter Studio Tour
This was a lovely, creatively fluid account to work on. I developed the concept ‘Outside the Frame’, creating a
series of small promotional stands inspired by key movie scenes and their connection to the Studio Tour.
The creative relationship was refreshingly direct: I would sketch ideas, sometimes on site, and in many cases
those sketches were enough to gain client approval and move straight into development.
Price Waterhouse Coopers
