Jack Morton & ABB - CES 2024

For CES 2024 in Las Vegas, ABB set out to showcase an augmented reality experience designed to demonstrate innovation in a more immersive and engaging way.

To help bring the experience to life under an aggressive timeline, Jack Morton Worldwide brought Xfiner into the project to support interface design and animation production.

The challenge was not only creative.

It was operational.

The work needed to move at high speed without compromising visual quality, clarity, or execution standards expected at one of the world’s largest technology events.

The challenge

CES environments demand precision.

Installations must feel polished, intuitive, visually compelling, and technically reliable under real-world event pressure where thousands of attendees interact with experiences continuously.

In this case, the project required:

• Interface design for an AR-driven experience
• Animation systems supporting the presentation
• Fast iteration cycles
• Tight coordination between teams
• Delivery under significant time pressure

Every second mattered.

The experience had to be ready for CES launch timelines while still delivering the level of quality expected from both ABB and Jack Morton.

Designing for augmented reality experiences

Augmented reality introduces a different design challenge compared to traditional interfaces.

The UI cannot dominate the experience, yet it must still guide users naturally and support understanding in real time.

Xfiner focused on creating interfaces and visual systems that felt lightweight, modern, and aligned with the immersive nature of the AR experience itself.

The goal was to support the technology without distracting from it.

High-speed animation production

Animation played a central role in communicating the potential of ABB’s AR showcase.

Xfiner rapidly produced motion assets and visual sequences designed to strengthen immersion, support storytelling, and elevate the overall presentation quality inside the CES environment.

Under compressed timelines, maintaining clarity and consistency becomes critical.

The project required balancing:

• Speed
• Precision
• Visual polish
• Technical coordination
• Production flexibility

The team moved quickly while maintaining the quality standards expected in a high-visibility international event environment.

Collaboration under pressure

Strong collaboration became one of the defining elements of the project.

Xfiner worked closely with Jack Morton Worldwide to ensure all deliverables aligned with the broader creative and technical direction behind ABB’s CES presentation.

This close coordination allowed design, animation, and technology layers to integrate smoothly into one cohesive experience.

Projects operating under extreme timelines succeed only when teams move as one unit.

The outcome

The final AR experience was successfully delivered for CES 2024 and became part of ABB’s presence at one of the world’s most important technology events.

The collaboration highlighted how focused execution, rapid production capability, and strong communication can deliver high-quality experiential work even under demanding schedules.

For Xfiner, the project reinforced an important reality of modern experiential design:

Speed matters. But speed without quality is invisible at the highest level.

Experience design in fast-moving environments

CES projects are unique because they combine technology, storytelling, interaction, motion, and physical environments into one connected experience.

The smallest design details are amplified under public attention.

This collaboration with Jack Morton Worldwide and ABB demonstrated Xfiner’s ability to contribute rapidly and effectively within complex experiential productions where execution quality and timing are equally critical.

Services involved

• UX/UI Design
• 2D/3D Design
• Video Production
• Animation
• Augmented Reality Experience Support

Related links

For related context, see Talk to us, European Design Award Silver, www.abb.com (en), AI-powered internal tools and automation, contact us, ICP-led web design, Xfiner showcase, showcase ux ui design, and Xfiner.