Consumer Electronics Show

Standing Out at a Virtual CES

In the midst of a global pandemic, the first all-digital Consumer Electronics Show was always going to be a challenge.

More specifically: how does TCL stand out without the usual press conference, digital billboards, exclusive parties, and all of the pomp and circumstance that happens in Las Vegas?

At the center TCL’s CES showing under these unique conditions was the North American Spotlight Presentation (above). My role was to coordinate internal speakers and scripts, lead the strategy behind the presentation, book resources, and oversee the production, editing, and delivery.

Filmed over five days, featuring local Southern California locations as well as TCL partner locations like the TCL Chinese Theatre and Rose Bowl, the presentation covered upcoming technology in a memorable, engaging format for CES attendees that would be viewing at home.

To support technology announcements further, additional short-form videos were created to share with press and consumers online, highlighting everything from new Mini-LED TV technology, to TCL 20 Series smartphones, and upcoming home appliances.

The high-quality production of these assets delivered the right tone to make it impactful for a key audience: press.

From The Verge to CNET, the digital presentation helped put TCL on a level playing field with some the biggest tech competitors, and even led Digital Trends to claim that at CES 2021, “TCL put all other TV makers on notice.”