800K+ LinkedIn impressions from a single 4-day conference

Services delivered

The Brief

NovaTech Systems, a B2B SaaS company serving the logistics and supply chain sector, was using GITEX 2024 to launch a new product module targeting GCC enterprise clients. The marketing team had a dual objective: generate awareness at the event itself, and produce content from the event that would continue working in the sales cycle for the following 12 months. Previous years' event coverage had delivered footage that was used once in a post-event recap and then archived.

The brief required two distinct production outputs. The first was a 90-second product launch film to be shown at the booth during GITEX — a cinematic piece that communicated the product's value proposition to enterprise buyers with no prior exposure to the brand. The second was comprehensive coverage of the four-day conference: the booth activation, all speaker sessions where NovaTech executives presented, and a daily highlights cut for same-day LinkedIn distribution.

What We Delivered

The 90-second launch film was produced three weeks before GITEX in our Dubai studio, using motion graphics, screen recordings of the product interface, and interview segments with the product team. The film was designed to work on a loop at the booth without audio — title cards and motion graphics carried the message in a high-noise exhibition environment — while also working as a standalone piece with full audio for digital distribution.

During the four days of GITEX, we deployed a three-camera team across the NovaTech booth and the conference sessions. Each day produced a 60-second highlight cut delivered by 10 PM for posting the following morning — capturing the energy of the booth, key presentation moments, and representative attendee engagement. Individual speaker session recordings (12 sessions across four days) were delivered as cleaned, titled video files within 48 hours of the event closing.

The Production Approach

GITEX presents specific production challenges that differ from controlled corporate productions. The exhibition hall environment at Dubai World Trade Centre is acoustically complex — ambient noise from thousands of attendees makes clean audio capture through room microphones almost impossible. We connected directly to the NovaTech booth's audio system to capture a clean feed of every presentation, and used wireless lavalier microphones on all executives during interviews and panel segments. This gave us broadcast-quality audio in an environment where most competitor booths' video footage is unusable for anything beyond background visual material.

The lighting at GITEX booths is designed for exhibition rather than camera. We worked with NovaTech's booth design team two weeks before the event to position supplementary lighting that would make the interview zone camera-ready without disrupting the booth's visual design. Three LED panels placed strategically around the interview corner gave us consistent, flattering key light throughout the four days without visible cabling or intrusive equipment.

The same-day highlights edit was the most logistically demanding element. With camera teams finishing at 6 PM each day, we had four hours to select clips, cut the 60-second summary, add titles and music, export, and approve. We established a Dropbox pipeline that delivered footage in near-real-time from the camera team to the editor working remotely, allowing editing to begin while the shoot was still in progress.

The Result

The four daily highlights cuts generated a combined 280,000 LinkedIn impressions when posted by NovaTech during the event, significantly outperforming the company's typical content benchmarks. The launch film, distributed to NovaTech's enterprise prospect database in the two weeks following GITEX, generated 520,000 additional impressions and was cited as a reference in three enterprise sales conversations that progressed to proposal stage within 60 days of distribution.

The 12 session recordings were used by NovaTech's sales team as proof-of-expertise assets throughout the following sales cycle — presentations given at GITEX redistributed as gated content, generating 840 form fills. The launch film has since been presented at NovaTech's annual conference in Singapore and a partner summit in London, extending the production's working life well beyond its original commissioning context.