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Mobileye CES 2016
Trade show Design, Visual Identity & Marketing
Mobileye, a global leader in autonomous driving and advanced driver-assistance systems (ADAS), develops cutting-edge vision-based technology that enhances vehicle safety and advances the future of self-driving cars.
At CES 2016, the world's largest tech trade show, I played a pivotal role in ensuring Mobileye’s debut presence stood out in a highly competitive landscape. With a seven-week timeline, I contributed directly to the booth’s success—overseeing design, messaging, interactive experiences, and media strategy. The result was a highly engaging and widely recognized showcase that reinforced Mobileye’s industry leadership and market influence.
Client:
Mobileye
Year:
2015-2016
My Role:
Creative Director
Lead Designer
Agency:
Ruckus
My Role
As the lead designer, I was responsible for conceptualizing and executing the Mobileye CES booth experience, ensuring it met the following key criteria:
Maximizing Visibility: The booth needed to be seen from across the convention hall and draw attendees in with engaging, interactive elements.
Functional Layout: Designed a 20x30 ft space that included a small conference/meeting area, ample seating, and an open floor plan to allow for natural foot traffic.
Interactive Engagement: Positioned six iPads in front of the 18-ft video wall, offering an educational and interactive experience for attendees.
Live Event Integration: The video wall played an educational video on loop and also served as a display for a press event featuring Mobileye’s CEO and Volkswagen’s CEO, where they signed a landmark deal to integrate Mobileye technology into future Volkswagen vehicles.
Project Management: Worked closely with my Project Manager, vendors, exhibit fabricators, and Mobileye stakeholders to ensure seamless execution within an aggressive timeline.
The Challenge
Extreme Time Constraints: Only seven weeks from RFP approval to booth delivery, compared to the industry norm of six to twelve months.
Limited Budget: A CES booth at this scale typically requires a much larger budget, making cost-effective decision-making crucial.
Complex Logistics:
Booth construction, shipping, and installation had to be flawlessly coordinated.
Union labor requirements added to both costs and logistical complexity.
Technology integration, including a video wall, iPads, and a hologram display, had to be designed, tested, and implemented efficiently.
Industry Expectations: As Mobileye’s CES debut, the execution of this booth would determine whether the company would continue working with us on future trade shows and projects.
Initial Sketch & Concept
The Solution
Custom Booth Design & Fabrication:
Created a visually striking 20x30 ft booth with a sleek, futuristic aesthetic that reflected Mobileye’s brand and technology.
Partnered with a fabrication company to bring the design to life within budget and on schedule.
High-Impact Digital Experience:
Installed an 18-ft video wall playing a custom two-minute video loop, highlighting Mobileye’s innovative technology.
Integrated six iPads featuring a custom interactive application to educate attendees.
Developed a hologram display, working with a NYC digital media house, to create an eye-catching interactive experience that showcased Mobileye’s cutting-edge technology.
Seamless Execution Under Tight Deadlines:
Coordinated with vendors to fast-track approvals, fabrication, and logistics.
Implemented a buffer system for last-minute adjustments, ensuring all components arrived on time and functioned flawlessly.
Maintained constant on-site presence to oversee installation, troubleshooting, and final presentation.
Functional Layout
The Results & Accomplishments
Over 2,000 attendees visited the booth over four days, engaging with Mobileye’s technology and its role in autonomous driving. The booth significantly increased industry visibility, attracting:
Key media coverage
Investor interest
Expanded collaborations with major automakers
Video Wall Impact: The 18-ft video wall effectively showcased Mobileye’s brand story, including the high-profile Volkswagen deal signing.
iPad Engagement: Six interactive iPads provided deeper insight into Mobileye’s product offerings.
Hologram Experience: The custom hologram display captivated attendees, drawing them in and prompting discussions with Mobileye representatives.
Client Satisfaction & Long-Term Success
The Mobileye team personally thanked my coworker and I for our execution, dedication, and attention to detail.
The success of the booth led to continued collaborations on future CES events and other major projects.
This project established our team as a go-to agency for high-impact trade show experiences.
Elevating Mobileye’s CES Presence
Trade Show Booth Design & Experience: Created a visually compelling and engaging booth that attracted:
Key industry players
Investors
Media
Brand Messaging & Positioning: Helped refine Mobileye’s messaging, reinforcing its leadership in ADAS and self-driving technology.
Content Creation & Marketing Materials: Developed high-quality videos, presentations, and digital assets that strengthened Mobileye’s pitch to partners and investors.
Press & Media Strategy: Ensured strong media coverage, generating buzz and visibility around Mobileye’s CES showcase.
The successful execution of this project cemented Mobileye’s industry dominance, leading to:
High-profile partnerships with BMW and Intel.
Contributed to increased market confidence, ultimately playing a role in Mobileye’s $15.3 billion acquisition by Intel in 2017.
Booth Construction
Showtime!
