NUCLEUS CES TRADESHOW EXHIBIT by Hornall Anderson for Microsoft

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NUCLEUS CES TRADESHOW EXHIBIT

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Industry Software & Multimedia Productions, SaaS
Media Design & Branding
Market United States
Agency Hornall Anderson
Producer Chris Monberg, Dana Kruse
Released January 2010

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: MICROSOFT CORPORATION
Product/Service: MICROSOFT
Agency: HORNALL ANDERSON
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: HORNALL ANDERSON, Seattle, USA
Interactive Director: Jamie Monberg (Hornall Anderson)
Producer: Chris Monberg (Hornall Anderson)
Producer: Dana Kruse (Hornall Anderson)
Interactive Designer: Tony DeVincenzi (Hornall Anderson)
Interactive Designer: Hayden Schoen (Hornall Anderson)
Interactive Designer: Joseph King (Hornall Anderson)
Interactive Designer: Dan Carson (Hornall Anderson)
Developer: Gordon Mueller (Hornall Anderson)
Developer: Corey Paganucci (Hornall Anderson)
Developer: Matt Frickelton (Hornall Anderson)
Media placement: Tradeshow Exhibit - 2010 CES Tradeshow - January 10, 2010

Describe the challenges and key objectives
The challenge was to create something in a short timeframe (only three weeks) that would compete for visitor attention amidst the many consumer technology brands present at the tradeshow. We wanted to create something that resonated with visitors in a fun, interactive and entertaining way. Additionally, kiosks were needed to enable visitors to explore the connections between Microsoft product groups.

Describe the brief from the client
For four decades, the annual International Consumer Electronics Show (CES) has been a leading showcase for emergent technology and the premier opportunity for consumer technology brands to connect with their core users. We were asked to leveraging Microsoft's existing exhibit structure, and from that create an interactive experience that would connect visitors to the Microsoft brand in unique and memorable ways.

Describe how you arrived at the final design
We created an interactive audio-visual experience at the centre of the Microsoft booth - known as the Nucleus - that connects users to each other and to the Microsoft brand through their senses. Visitors interact with the walls to activate and alter different layers and beats in the ambient music track, each of which triggers a unique visual projection that maps to a Microsoft product on one of three dimensional surfaces encouraging multiple people to interact simultaneously creating a truly dynamic and collaborative environment. Additionally, visitors could download a ringtone from the track they just interacted with.

Give some indication of how successful the outcome was in the market
The result was a hugely successful exhibit that used powerful technology to create an animated anthem for the different Microsoft brands, connecting them to each other and to the larger Microsoft vision of creating technology to improve people’s lives. As one reviewer put it, 'It was a fantastic little gift to the exhibition and absolutely the best thing we saw all morning.'