From automatic toothbrush to Arnold Schwarzenegger showing off a colour-changing BMW
A TEAM from a Dorset business was in Las Vegas for the return of the event that showcases the latest potentially world-changing technology.
CES – formerly called the Consumer Electronics Show – took place in person for the first time since 2020 and drew 115,000 visitors from 174 countries.
Among them were a four-strong team from Poole marketing business Beep! Digital, which has had people at the event every year since 2016.
The firm, which specialises in helping tech businesses, was in Vegas to support clients, work with organiser the Consumer Technology Association and learn about the latest tech.
Founder and chief executive Giles Vincent, chief technology officer Craig Sparkes, creative director Justin Barrow and head of marketing Matt Lawrence represented the company and launched its new brand film, Power Surge: Neon Dreams.
The event saw Sony and Honda Mobility announce a new electric vehicle, Afeela, while Arnold Schwarzenegger introduced the colour-changing BMW I Vision Dee.
Brands including LG, Hisense and Panasonic displayed new TV technology, including 8K, wireless and transparent TV, as well as ultra-wide curved screens.
Matt Lawrence, head of marketing for Beep! Digital, was impressed by health tech for use at home, as well as technology to speed up the rollout of driverless vehicles.
“Helpful home tech was on display with robotic lawnmowers and vacuum cleaners shuffling around the halls,” he said.
“VR (virtual reality) and immersive experiences took centre stage with Canon offering an immersive movie experience, Knock at the Cabin, directed by M Night Shyalaman.
“Dancing Optimus Prime Transformer robots could be controlled using a mobile app on the Robosen booth.”
The event was without a UK pavilion for the first time in recent years.
“The Department of International Trade has previously run this at CES events. Beep! has worked closely with the UK pavilion in the past and we are in conversations with the DIT about representing the UK at future CES events,” said Mr Lawrence.
He added: “There was a great buzz of energy in the Eureka park. This featured the smaller startup businesses and international pavilions. All sorts of tech were on display in this hall, from automatic tooth brush machines to robotic food processors.
“Google and Amazon both showed how their voice assistant tech is integrated with more of the home, leisure and automotive industries.
“From a marketing perspective, I was interested to see how video walls are becoming more integrated into stand design, making them look like retail stores.”
Beep! Digital’s own brand film is set in the 1990s and used virtual production and the 3D creation software Unreal Engine 5, which the agency first encountered at CES in 2020.
“This fan-made film celebrates a decade close to our hearts with a soundtrack from one of our favourite new wave synth bands out there, The Midnight,” said Mr Lawrence.