Panasonic’s CES story: sustainable energy solutions and AI-led software
Panasonic has been a household name for decades through its consumer products, but the company’s innovation story goes far beyond that. As the company accelerates investments in sustainable energy technologies and AI-driven software development, it aims to reposition itself as a leader tackling urgent environmental and social challenges on a global scale.
With the exclusive opening keynote slot at CES 2025—one of the most high-profile stages in the tech world—Panasonic saw a unique opportunity to reintroduce its brand to the world. The challenge: deliver a complex and compelling story that connected diverse innovations across business units while resonating with a global audience of media, industry leaders, and consumers.
Services
Message development and strategy
Creative direction
Scriptwriting
Art direction and design
Media production
Talent research and management
Event production and execution
Audience segmentation
Competitive analysis
Stakeholder interviews
Content briefs and alignment
Executive briefings
Experience map
Solution
Panasonic selected Invision as its storytelling and production partner for the CES 2025 keynote. Working hand-in-hand with teams across the U.S. and Japan, Invision helped craft a unified narrative from a broad set of content ingredients—ranging from EV battery innovation and net-zero manufacturing to green home technology and an AI-powered wellness app.
From the earliest workshops to the final moments on stage, Invision partnered closely with Panasonic to prioritize key messaging and generate excitement around the company’s evolving objectives and bold business trajectory.
As the journey to CES unfolded, Panasonic and Invision continuously shaped and refined the story—collaborating across international teams and time zones while navigating a steady stream of emerging news and complex initiatives. Together, we built a cohesive narrative and a tightly choreographed, media-rich keynote. We coached executives, guest presenters, and a celebrity co-host to ensure they delivered a dynamic performance that generated audience buzz and captured industry headlines.
On stage, that narrative unfolded as a powerful expression of Panasonic’s vision—brought to life through powerful storytelling and meaningful product moments. Under the theme “Well into the Future,” the company unveiled a product ecosystem – also known as Panasonic Well –centered on advanced technology, sustainability, and family well-being.
A standout moment was the debut of Umi, an AI-powered wellness app that showcased Panasonic’s leadership in AI innovation and brought the company’s human-centric approach to life on stage.
Result
CES 2025, powered by the Consumer Technology Association (CTA), drew over 141,000 attendees and more than 6,000 media representatives. Panasonic’s opening keynote alone attracted 1,660 in-person attendees and over 395,000 online viewers—solidifying the brand’s position as a global innovation leader and generating significant buzz across social and industry channels.
Panasonic’s presence at CES successfully reignited excitement around its legacy while spotlighting its future-focused initiatives in sustainable energy and AI. The keynote positioned the brand at the forefront of emerging technology and sustainability, driving widespread media coverage across major outlets including Event Marketer, BNN Bloomberg, Mashable, Digital Trends, CyberNews, MSN, Yahoo, TechCrunch, and Nippon TV.
The crowd’s energy—particularly during moments with celebrity guests—fueled further excitement and media interest. According to the CTA, Panasonic’s CES 2025 Mobile App Sponsorship generated over 3.3 million brand impressions.
Following the event, Panasonic leadership expressed strong appreciation for Invision’s work, noting that the keynote received overwhelmingly positive feedback from attendees. The presentation was recognized for its clarity, creativity, and its ability to deliver a powerful message aligned with the company’s vision. Global CEO Yuki Kusumi also acknowledged how well the presentation captured Panasonic’s priorities around innovation and sustainability.
