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Mobileye CES 2018
Trade show Design, Visual Identity & Marketing
In partnership with Mobileye, Ruckus coordinated a high-impact 4-day event space at CES 2018 to elevate awareness around driver-assisted technology, autonomous driving, and the Mobileye brand. The event took place from January 9-12, 2018, featuring a custom 40-by-60-ft. trade show booth that showcased cutting-edge innovations, including a 30-ft. video wall, Intel tablets, and a custom acrylic car. With Mobileye’s recent merger with Intel, this presence was crucial in reinforcing the company’s industry leadership.
Client:
Mobileye
Year:
2017-2018
My Role:
Creative Director
Designer
Consultant
Agency:
Ruckus
My Role
For CES 2018, I shifted from booth design to focusing on overall event production, execution, planning, video and social content, PR events, and live demonstrations. While our vendor, Skyline, handled booth design and fabrication, I was an on-site consultant ensuring seamless assembly and execution.
Technical Problem Solving: When Intel’s original LED video pillar content failed two days before the show, I recreated and reformatted the entire video within 24 hours to ensure seamless execution.
PR & Live Event Coordination: Assisted my Project Manager in overseeing PR events, live demos, and ensuring all printed collateral and signage were delivered and correctly placed.
Content Creation: Developed a second looping video for Intel’s conference room wall art, which was displayed on TVs around the booth.
On-Site Management: Provided hands-on support and oversight around the clock, ensuring all elements came together seamlessly.
Crisis Management & Efficiency: Leveraged three years of CES experience to make quick decisions that prevented logistical snags, allowing Mobileye’s team to focus solely on their objectives upon arrival.
The Challenge
Scale & Expectations: With a nearly $1 million budget and a larger booth than previous years, the execution needed to surpass prior successes and match Mobileye’s growing presence.
Technical Hurdles: Critical video assets malfunctioned two days before the show, requiring urgent content recreation.
Logistical Complexity: Coordinating PR events, live demos, signage placement, and collateral distribution required precise organization and adaptability.
Tight Turnaround: Although the project timeline spanned 9 months, the bulk of execution was condensed into just 11 weeks.
Final Renderings
The Solution
Booth Execution: Ruckus designed, fabricated, and installed a 40-by-60-ft. booth in the North Hall, the primary space for automotive technology.
Engaging Visuals:
A 30-ft. video wall showcased a 2-minute looping video telling the Mobileye story in collaboration with Intel.
LED video pillars in the booth’s front left corner played looping Mobileye technology footage.
Interactive Experiences:
A custom acrylic car with accompanying video content educated attendees on driver safety and autonomous technology.
Six Intel tablets featured an engaging application detailing Mobileye’s innovations.
Live Event Branding & Support:
Press event branding for two rooms
Recap videos and live images for social media
Multiple live-event videos, photography, and time-lapse coverage
Staffing management, catering, and private event coordination.
Construction
The Results & Accomplishments
Massive Foot Traffic: Over 3,000+ attendees visited the booth over four days.
Strategic Placement: Positioned in the North Hall, ensuring maximum exposure among leading automotive tech exhibitors.
Content Excellence: Delivered multiple live-event videos, recap videos, and time-lapse photography for social and marketing use.
Legendary Guest Visit: Stevie Wonder and his team visited the booth, engaging with Mobileye stakeholders to discuss their assistive technology company, OrCam, which develops devices for the visually impaired.
Industry Recognition: Won a Gold Hermes Creative Award for Event Marketing in the category of Electronic Media / Social Media / Interactive Media.
The combination of meticulous planning, rapid problem-solving, and execution precision solidified Mobileye’s dominance at CES 2018, reinforcing its position as an industry leader in autonomous driving and driver-assisted technology.
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