What happens when you’re barely two months out from a major trade show and you decide to buy a company that totally alters not just the landscape of the marketplace, but your plans for that upcoming show? Yeah, you pivot. Quickly. Just weeks before “Apartmentalize 2022,” and with most of our materials already approved and done, ADT Multifamily bought IOTAS, a well-regarded tech platform for smart apartment management. The show plan went from repeating our “We make apartments smart” theme from 2021, to announcing the acquisition under a new theme: “The future of smart.”  

Not only did that require quickly updating booth graphics, but also meant creating new ideas and motion graphics for an additional outdoor media buy at the San Diego airport, where most all of the show’s attendees would pass through. Working with fellow ACD Kinsey Sowar and the ADT Multifamily team, we created location-specific (arrivals; baggage claim) headlines and graphics that spoke to what attendees were about to learn.

And all of this was done in a matter of days to meet deadlines.