Etisalat (now e&)
End-to-end content creation, live production, and experiential coverage for the UAE’s largest telco at the world’s most influential tech show
Services
Dubai, UAE
Client
Etisalat (now e&)
UAE's leading telecommunications group
Largest stand at GITEX
#
0
Daily content pieces
5-
0
Total pieces per edition
0
+
THE CHALLENGE
The biggest stand at the world's biggest tech show — and everything that comes with it.
GITEX Global is not a single moment. It’s five relentless days across the Dubai World Trade Centre — the world’s most influential technology exhibition, drawing 180,000+ executives from 180 countries. Etisalat, as the UAE’s flagship telco, commands the largest stand on the floor. With that scale comes a serious obligation: produce content that matches the stature of the brand, captures every activation across a sprawling pavilion, and keeps audiences engaged — inside the hall and across every digital platform — from opening day to close.
The brief had two distinct dimensions: content creation at pace, and bringing technology experiences to life in ways that could stand alone as compelling viewing.
THE APPROACH
Embedded production. Bespoke experiences. All of it, every day.
Trix came in as a fully embedded content and experience partner — not a crew dropping in for highlight shots, but a dedicated production unit on the ground from before the show opened to after the last visitor left.
Each day, Trix produced 5–6 daily roundup videos — fast-turnaround edits capturing the key announcements, activations, and conversations from across the pavilion, branded and ready for same-day distribution. Before the show even opened, Trix documented the stand build from zero to completion: a timelapse of the region’s largest exhibition stand taking shape, frame by frame.
On the experience side, Trix created dedicated content for each of Etisalat’s standout activations. Moby Mart — the world’s first self-driving mobile grocery store — received a dedicated 1-minute 15-second promo film plus short-form stand videos. Biohax microchip implants and the VICKI smart retail kiosk each got bespoke coverage. And the interactive holographic projection installation was captured in a way that communicated both the technology and the spectacle.
- Daily event roundup videos (5–6 per day)
- Live event coverage & highlights
- Moby Mart short-form stand videos
- VICKI smart retail kiosk coverage
- Booth walkthrough & pavilion films
- Social media cuts & edits
- Stand build timelapse (zero to finish)
- Moby Mart promo film (1 min 15 sec)
- Biohax microchip implant stand videos
- Interactive holographic projection capture
- Interview & spokesperson content
- Multi-format delivery (digital & social)
DELIVERABLES AT A GLANCE
The numbers behind one GITEX edition
A full content and experience operation — from pre-show timelapse through daily roundups to bespoke experience films — delivered at the pace and quality the world’s largest tech show demands.
Largest stand at GITEX
#
0
Daily roundup videos
5–
0
Content pieces per edition
0
+
Bespoke experience films
0
Days, wall-to-wall coverage
0
Moby Mart promo film
1:
0
Timelapse: stand build
0
→∞
Languages
0
THE OUTCOME
Every moment captured. Every experience told.
Trix delivered a complete content suite across the five days — the daily roundups keeping Etisalat’s audience engaged in real time, the experience films giving globally novel technologies a voice beyond the stand. The Moby Mart promo became a polished standalone piece. The holographic and Biohax coverage translated cutting-edge activations into compelling, shareable content. The stand build timelapse documented the engineering ambition behind the region’s most prominent tech presence.
THE IMPACT
Why it mattered
GITEX is where the UAE’s ambitions meet the world’s attention. Trix ensures that every moment of Etisalat’s presence is captured, shaped, and distributed with the production quality the brand demands — from the first bolt of the stand build to the last frame of day five.
Crafting intricate brand narratives for lasting and meaningful impact.
