Qualcomm

Qualcomm Experiential Content Montage

Context

Design content for a traveling 360° audiovisual experience for Qualcomm’s 2019 global conferences that introduces and defines the brand’s foundational role in developing 5G technology.

Strategy

Use light, motion and abstract animation to express the potential energy, innovative history, and future plans for a new era of connectivity to deliver a compelling message on an impressive scale.

Solution

An inviting and immersive experience helped Qualcomm own its role as one of the industry’s top tech innovators, enabling them to dominate the conversation around 5G at CES and MWC 2019.

The Ages of G

Qualcomm’s agency McCann asked us to partner on an experiential installation to spark curiosity for the brand at CES 2019.

We worked with the agency and Qualcomm’s internal design, marketing, and copy teams to develop an immersive installation that tells a dynamic story of the history of internet connectivity— from the origins of 2G, 3G, and 4G to a bold new age of 5G technology. We were responsible for all of the animated display content both inside and outside of Qualcomm’s gigantic cube, situated within the brand’s larger footprint on the convention floor.

Setting the Stage

We envisioned an all-encompassing canvas for an augmented experience, choreographed across multiple screens.

Outside the cube, custom iconography and type animation invites conference attendees inside the experience to learn more about the history of 5G Internet. Within the cube, a wrap-around screen environment with 360° audio tells an epic brand story, fully immersing people into Qualcomm’s bold new world of innovation and endless possibilities.

CES 2019 Installation

After completing our animation in just two and a half weeks, our team flew to CES to finish and install the project.

After completing our animations in just two and a half weeks, we flew two creatives down to CES to finish the project – live-testing, tweaking, and rendering on-the-fly to make sure everything worked perfectly for Qualcomm’s 2019 debut. The installation was such a success that people literally lined up to access the 360° experience. We even shot a BTS of the build while we were there.

MWC 2019 Installation

A month later, we took the cube on the road once again, this time to MWC Barcelona.

For our second experiential installation, a new script and updated animations told an even more in-depth story about the future of Qualcomm’s 5G technology. Since MWC faces a much more specialized and tech-savvy audience, we wanted the update to be far more tactical and use-case oriented, while still staying consistent with the look and feel of the original CES installation.