Description
I led the art direction and design for the IMTS Exhibitor Workshop campaign, a pre-event conference designed to prepare exhibitors for IMTS. The challenge was to create a campaign that felt clearly connected to the IMTS 2026 show brand while still standing apart as its own initiative. To solve this, I concepted an anti-ad approach built around the headline “THIS IS NOT A CONFERENCE.” Placed against familiar conference imagery, the contradiction was intentionally jarring. This concept was designed to stop the viewer and spark curiosity to drive deeper audience engagement.
In addition to designing the visual system, I developed the headline copy, creating a campaign that balanced brand alignment with a bold, attention-grabbing message.