Collaborative 3D-Launch of the e-business Brand
IBM
McMillan Group coordinated with IBM's advertising agency and video production company
to create this 80’ long serpentine striped wall, starring Greg Kinnear, to bring awareness
of the new e-business products. We were responsible for interior architectural, graphic and lighting design.
Every detail expressed the architectural image of the IBM Brand using crisp, clear forms and use of the IBM blue to ensure this could only be a space powered by IBM.
Based on the exhibit design McMillan Group established for IBM's trade shows, we developed and applied graphic standards, with a hierarchy of messaging, for organizing
the way categories of products were communicated to each audience for more effective marketing results.
McMillan Group designed a modular exhibit featuring a one hundred screen video wall as an exhibit centerpiece for IBM at the CES Show. This treatment dimensionally reflected their successful e-business ad campaign, dramatically turning the global graphic standards into exhibit architectural standards for the IBM multi-division program.
