Every event series has a format people expect. Changing it can feel like a gamble, but for Ambition 2021, stepping out a bit let us create something truly special.
The concept landed: an asymmetrical design in an industry where nearly every stage is symmetrical. We used curved LED for an entrance tunnel, an overhead marquee and the main upstage screen, paired with fabricated logo pieces. The stage also had to work as a large-format breakout, so the main set was masked by a curved SEG wall with a 16:9 content window cut out, until it was revealed for the general session.
Make the idea visible early
Renders and walkthroughs let everyone see the new idea before committing. The less abstract it is, the easier it is to say yes.
Check it against the goals
A different idea still has to serve the event. If it does, the risk is smaller than it looks.
Price it, and price a fallback
Know what the idea costs and what you’d do if one piece doesn’t work. A plan B makes the bold choice easier to approve.
