AIIR at AHR
For its first AHR show, AIIR needed to make a complex HVAC product feel clear, credible, and worth a closer look. I led creative direction across the booth, films, and interactive experience, working with the Goodthings team to bring it all together.
Watch the client’s reaction ↓Make the technology feel real
AIIR is a technology company, and the booth needed to feel like it. At a busy trade show, that had to come through in the space, on the screens, and in the way people explored the product.
My role crossed strategy and hands-on work: booth design, motion, and an interactive conference app built through Crescendo, with custom tools developed with AI assistance. I guided the creative work with the team while building parts of the experience myself.
Give people something to explore
The conference app brought the product story into people’s hands. Animated product views showed how it fit together. A comparison let visitors explore differences in comfort, while a calculator made room for a more detailed conversation about project costs.
I built the app through Crescendo and developed the custom interactives as part of the wider campaign. The goal was to make the technical story approachable and give the AIIR team useful ways to talk through it.
A closer look, at any distance
The looping films gave the booth movement and a way to explain what was happening inside the product. Room comparisons, cutaways, and architectural views moved between the comfort people experience and the hardware behind it.
The same visual material carried into the interactive app. Whether someone was watching the large screen or exploring on an iPad, it felt like the same product story.
The product story in motion
Anthem · 2:18. The full film. Sound on.
How it felt on their side
After the show, Kristi Matthews described feeling relaxed through a demanding first event. The interactive experience made the company feel as tech-forward as they had hoped, and the care behind the rollout came through.
In this behind-the-scenes conversation with me, Kristi Matthews from AIIR reflects on the whole AHR engagement.
“Nothing was missed. Every detail was thought of.”
The full testimonial · 1:36. Sound on. Read the transcript below.
Read the transcript
Lightly edited for readability, with repeated words and conversational fillers removed.
It’s notoriously tough for first-time exhibitors. So to walk in, to not even have a fully settled product, to be a brand-new person on the floor, and have a fully custom booth, that right there is a big deal.
The way that I felt as the director of a first-time exhibiting show was relaxed. And that right there is a huge testament to what the Goodthings team can do for you.
My president of the company walked up to our interactive iPads and the TV. He was tapping around in the app, and he looks at me. He’s like, “Dang, you guys look really techie.” I was like, “That is exactly what I wanted you to look like.” We wanted that presence, and that was really going to build credibility at the same time.
Everybody on the Goodthings team was like, “Okay, what’s next?” “No, we should stop and celebrate this. This is huge.” That was a five-year-in-the-making research and design and product development win.
Thank God I had the Goodthings team, because I never could have done that without your help. Nothing was missed. Every detail was thought of.
It was fun to work on this event, and that’s a crazy thing for a marketing person to say. This event was truly fun to put on.