
GITEX Global 2024, Dubai
Showcasing Innovation Across AI and Autonomous Racing.
A Multi-Brand Creative Campaign Highlighting ATRC, TII, A2RL,
and the Future of Technolog
Client
ATRC (Govt. Abu Dhabi)
Category
Brand Assets
Type of Work
Project Management
Brand Research
Art Direction

PROJECT OVERVIEW
SOLUTION
A visual communication strategy is needed to help showcase Sage products to improve the bounce rate and generate more downloads.
This was achieved by creating stackable content and actionable tasks which made the use of technology sound very easy and accessible.
BRAND CONTEXT
Sage People needed help to drive engagement through their top-of-funnel assets to generate new contacts and encourage downloads for the brand products.
BRAND PROBLEM
Sage People survey showed a massive drop in readers with highly content-driven products. The users were looking for more concise and refined content with key stats and highlights.
Project Overview
At Gitex Global 2024, ATRC and its sub-brands, including A2RL and TII, took center stage to showcase cutting-edge advancements in AI, robotics, and autonomous racing. The campaign aimed to position ATRC as a leading innovation hub, driving engagement through immersive storytelling, striking visuals, and high-impact digital content.
From the CGI stunt featuring the A2RL car racing around the Museum of the Future to thought-provoking AI research initiatives by TII, the campaign was designed to captivate audiences and spark conversations. A cohesive visual identity was developed to ensure consistency across all brands while highlighting their unique contributions to the tech ecosystem.
By leveraging dynamic video content, on-ground activations, and social media engagement, the campaign successfully amplified ATRC’s presence at Gitex, reinforcing its role as a pioneer in technological innovation.
Design Concept
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The design concept of the event revolves around the manifesto ‘The Turning Point in Tech’ aligning with ATRC’s overarching brand value. The circular lines, derived from the ATRC brand logo, symbolises how ATRC is pioneering the future of tech, at a global level.
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By harmoniously arranging multiple circular rings, it illustrates the seamless integration of ATRC and its subsidiary brands at Gitex Global, symbolising an infinite world of innovation. The events primary colour aligns specifically with ATRC’s brand colour; Purple, along with the Gitex Global 2024; Neon Green, enhancing overall cohesion. The graphic element is adapted with a colour accent of each sub brand of ATRC for individual use.
Keeping it on brand, always!





