LEMMON/HUGHES
creative partnership helpings brands be interesting

A few stories.

Concepting and delivering a live tech event in just nine weeks.

“The first West Coast-style show I’ve seen on the East Coast.” - Tech Industry analyst at ThingEvent. Well, we’ll take the compliment. Even though we can’t remember the guy’s name. 

Our client, PTC, is a billion dollar+ Needham, Massachusetts CAD company that’s diversified into offering a world-class IoT (Internet of Things) management and development platform. 

They called us in mid-November of 2015 when they ran into a problem with a creative provider working on an event concept and materials for ThingEvent on January 28th. The creative provider couldn’t do it. Which was the problem. A big one.

 
The door of the studio space where we did all the photography

The door of the studio space where we did all the photography

 
 
Our EP, Marion's shoes, day one.

Our EP, Marion's shoes, day one.

 

ThingEvent was critical because PTC was announcing a very big acquisition in the AR space, which was rapidly becoming IoT’s big deal.

PTC needed a great idea to sell the event, dress the space and drive online regsitration for the show simulcast. This meant crafting and executing a very broad range of deliverables including videos, graphic design, print advertising, live event design, email and online marketing, prop construction, event ID package, and even music services.

 
Some early jet engine planning in the studio. Not big enough!

Some early jet engine planning in the studio. Not big enough!

 

We had four great clients and a savvy, picky, hands-on CMO (which we like). After bringing in our friends Marion Lange (EP) and Graham Cousens (PM), we got started.

The project was notable for many reasons. Collapsed time frames, accelerated approvals, flexible deliverables, incremental sub-projects, a small and agile team, etc. But the most interesting aspect was the creative development approach.

Once we had an approved concept, we were able to write headlines and copy collaboratively, with the clients, almost every day. The email copy cadence alone was a daily task. Then we had event-level “Tier 1”posters and other pieces that needed more time to craft. Those, too, were spitballed and written mostly in client sessions that brought all the knowledge we needed into one room. No back and forth. No approval delays.

 
Testing the insanely hi-res and bright LCD wall and the "entry loop" animation.

Testing the insanely hi-res and bright LCD wall and the "entry loop" animation.

 

We worked with Smith Design Office on executing our ideas in the videos, stop motion work, photography, propping and digital graphic elements. Comma provided music and tracks. And Sacks Exhibits out of Boston was excellent in planning, printing, rental, fabrication and install. Finally, we pulled off a tidy bit of 100% custom rigging to hang a beautiful 10’ jet engine model above the attendees walking into the demonstration hall. That was cool. Especially because the whole thing was designed and built by an ex-JPL and MIT rocket scientist named Doug. No joke.

 
Doug rummaging for a part during install of the jet engine

Doug rummaging for a part during install of the jet engine

 
 
The Jet Engine arrives at the venue.

The Jet Engine arrives at the venue.

 
 
Looking good.

Looking good.

 

Overall, a solid proof of our creative partnership model.

 
Kevin, Marion and Todd in front of one of the larger posters

Kevin, Marion and Todd in front of one of the larger posters

 
 
Kevin Hughes