Building clarity at global scale
CES® is one of the most influential platforms in technology. It brings together thousands of exhibitors, global media, policymakers, founders, engineers, investors, and leaders shaping what gets funded, adopted, and scaled.
The scale is undeniable. So is the complexity.
Pastilla was selected to lead the brand campaign for CES 2027, shaping how CES shows up across global audiences. Our role is to define the campaign concept, build the messaging framework, and design a system that holds together across digital, social, email, web, video, and onsite environments.
This is not just about building a campaign. It’s about building a system that can carry a clear narrative across complexity and connect innovation to real human experience at global scale.
When scale becomes the challenge
At a certain level, success isn’t defined by attendance alone. CES speaks to executives, founders, engineers, policymakers, media, and investors. Each audience arrives with different motivations.
At this scale, the challenge shifts.
It’s no longer about choosing one message. It’s about building a system strong enough to maintain a unified narrative while adapting relevance by audience and channel.
Clarity becomes the job.
One story. Built to hold
Our starting point is alignment.
- A strong CES narrative.
- A clear message hierarchy.
- A cohesive creative system.
From there, we design how the campaign flexes across audiences and platforms. Not as separate campaigns, but as a unified system built to hold together.
The CES 2027 campaign will extend across digital advertising, social, email, video, the CES platform, and large-scale onsite environments. Our responsibility spans strategy, creative, production, and execution, making sure every touchpoint reinforces a consistent system.
The goal is simple. Clarity that holds, even as the expression adapts.
Strategy in service of the system
At this level, the campaign has to perform across channels, geographies, and moments.
It needs to work across time zones, markets, cultures, and languages while maintaining one unmistakable CES identity.
- Messaging needs discipline.
- The system needs consistency.
- The narrative needs to be recognizable wherever it appears.
Global platforms don’t just need bold ideas. They need systems that work.
A moment that matters
CES is approaching its 60th anniversary, adding weight and responsibility to the work. This moment extends beyond a single campaign cycle—it marks a transition point for a platform that has shaped global technology for decades. The past provides context, but the task now is to translate that legacy into a system that carries forward with clarity and relevance.
Designed to evolve
The CES 2027 platform is designed not only to define what comes next, but to evolve alongside future shows. As attention becomes more fragmented and expectations continue to rise, platforms like CES require more than visibility—they require cohesion and precision. CES defines what’s next in technology; our role is to help define how that story is communicated. We’re proud to lead the CES 2027 campaign and to continue building narrative and brand systems for organizations operating at global scale.
