What do you do when you see a cool new piece of technology? Your eyes light up and you say, “whoa!” For CES’s 50th Anniversary show in Vegas, we were asked to develop a new campaign for the massive show. I came up with this idea of focusing on the human experience, instead of the technology. It’s an unbelievably simple idea, but it resonated.

Once in the hands of our teams, the idea took on a life of its own–the ideas kept coming. We even created a bunch of “whoa-mojis” for the show. If you’re wondering if you can get sick of seeing people make the “whoa” face, the answer is yes.

We evolved the idea of the “human side of technology” with a series of min-doc videos, called “Let’s go humans.”