Standing Out at the First All-Digital CES
Turned the first all-digital CES into a breakout moment for TCL, leading a cinematic virtual presentation that put the brand on equal footing with Sony, LG, and Samsung in top-tier tech press.
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CES is where TV brands win or lose the year's press narrative, and it's usually won with scale: press conferences, giant booths, billboards, and parties on the Las Vegas Strip. In 2021, the pandemic took all of that away. Every brand would be reduced to a video stream, and challenger brands like TCL risked being lost in a sea of identical virtual keynotes. The question was how to stand out when no one could be in the room.
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We treated the presentation like a production, not a webinar.
Make it cinematic. Instead of a stage-style keynote, the North American Spotlight Presentation was filmed on location over five days across Southern California, including TCL partner venues like the TCL Chinese Theatre and the Rose Bowl.
Design for the at-home viewer. The format was built to hold the attention of press and fans watching from their couches, with tight storytelling and real-world settings.
Extend the news cycle. A library of short-form videos gave journalists and consumers ready-to-share assets for each announcement, from Mini-LED TVs to TCL 20 Series smartphones and new home appliances.
Aim at the audience that matters most. Every asset was produced to the quality bar tech journalists expect, because press coverage was the real scoreboard.
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I led the strategic vision and oversaw the production end to end: coordinating internal executive speakers and scripts, securing resources and partner locations, and managing filming through final delivery with my team and production partners.
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Coverage across top-tier outlets including The Verge, CNET, and Digital Trends
Digital Trends wrote that TCL "put all other TV makers on notice" at CES 2021
Positioned TCL alongside premium category leaders during its rise to the #2 U.S. TV brand