Delta Air Lines at CES

The situation—

After his appearance as a guest at IBM's 2019 keynote, Delta CEO Ed Bastian saw the Consumer Electronics Show as the platform to tell his company's story of customer-centric innovation.

The challenge—

Weaving dozens of innovation programs into a compelling story of Delta's relentless pursuit towards elevating the customer experience—in other words, we had to put the "C" back in CES.

The solution—

A multimodal experience that demonstrated Delta's vision for the future of travel: technology in service of people, where the trip is just as meaningful as the destination.

Aircraft regularly cruised the expanse of the wraparound LED screen, capturing attention from across the show floor. Shifting skies cycled from dawn to dusk. 

The experience was comprised of unique areas of interaction, for individuals and groups, both active and passive. Each area was tailored to showcase some of Delta's most exciting innovations including those behind the scenes that rarely get attention but enhance every traveler's journey.

With a unique visual center, purple and magenta tones softened the angular forms drawn from the brand mark, complemented by natural materials like wood and wool. Over the course of each day, lighting shifts brought a bit of the natural world into the windowless convention center.

On Day 1 of CES, Delta CEO Ed Bastian delivered the keynote address, a 70-minute presentation that featured guests including Brian Chesky and Lulu Wang. Demonstrations of Delta's exciting innovations were set to a backdrop designed in concert with the show floor experience.

Parallel Reality technology being developed in partnership with Delta will deliver personalized trip information while within the terminal—a glimpse into the future of a traveler's experience before they even board the aircraft. 

Each element of the narrative was designed to highlight the technical advancements that would garner media attention while balanced with the distinctly human benefit of each: the world's first self-supported powered exoskeleton wasn't there just for the wow factor, but to embody Delta's commitment to safety and inclusivity for ground crew members of various abilities.