Carestream Dental – IDS Exhibition
The Challenge
For the International Dental Show (IDS) in Cologne—the world’s leading dental trade fair—Carestream needed a booth experience that would cut through the noise of hundreds of exhibitors and position the brand as innovative, future-driven, and industry-leading. The challenge was to showcase Carestream’s wide product range—from small dental scanners to large-scale systems and cloud-based platforms—in a way that was both visually striking and memorable for a global audience of top decision-makers.
Creative Approach
Our solution was to design and produce an anamorphic 3D screen installation—the only one at IDS 2023. The film highlighted Carestream’s products and services in imaginative environments that reflected their unique qualities:
Water resistance was illustrated with a product suspended in a shark tank.
Ruggedness and reliability were emphasized with dramatic physical contexts.
Awards and trophies floated out of the screen to celebrate Carestream’s industry recognition.
Confetti and celebratory elements marked the brand’s anniversary.
Scanning processes and treatment workflows were visualized in cinematic detail.
This bold, immersive approach transformed technical features into a spectacle of innovation and design storytelling, making Carestream’s booth one of the most talked-about and photographed experiences at IDS.
Role: Concept · Art Direction · Style Development · 3D Set Build & Anamorphic Calculations · Product Visualization & Animation · Storyboarding & Animatics · Team Lead for 3D Animators
Software: Cinema 4D · Redshift · X-Particles · After Effects · Pro-Create
Developed at advance.dk
Development
The development phase involved building a precise 3D clone of the physical booth structure, ensuring accurate alignment for the anamorphic projection mapping. This digital replica allowed us to calculate viewing angles, distortion corrections, and product positioning so that the 3D illusions would appear seamless from the audience’s perspective.
Alongside the technical groundwork, I created storyboard panels and animatics to define the narrative flow and visual rhythm. These pre-visualizations guided both the creative team and assisting animators, aligning design intent with technical feasibility. The combination of accurate booth simulation and clear storytelling foundations ensured that the final anamorphic film was both spectacular and flawlessly executed.
