ETC
Brand Activation
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ClientETC
LocationLas Vegas
My RoleCreative Concept
+ Creative Producer
ObjectiveElevate ETC’s traditional tradeshow booth footprint to new heights by crafting an immersive consumer experience centered on the legacy and DNA of ETC as a brand.
About
Pulling inspiration from ETC's core brand DNA and heavy usage of their products within the theatre world, the design concept featured an Alexandre Dumas inspired fencing scene as the main focal point.
With a focus on consumer engagement and interactivity, each visitor was transformed into a lighting designer by literally turning their world upside down. Visitors were given access to lighting consoles that controlled aspects of the booth's lighting environment. Taking on the role of a lighting designer, they were able to experiment with various settings on the control panels, thereby getting a hands-on feel for ETC's latest technologies and lighting gadgets.
My Role
My area of responsibility included:
End-to-end management from client brief, ideation, protoyping to production and go-live
Crafting creative concept and consumer journey based on ETC’s brand directive, integrating key ETC products into the overall design
Leading and driving creative concept from client brief to activation kick-off
Idea and concept development with stakeholders, design consulting, as well presentation of creative concepts in client-facing meetings
Results
ETC’s gravity-defying consumer experience was visited by a record number of visitors, resulting in a very successful tradeshow for the brand.