How do you transform a static 3D printed model into a dynamic sales and storytelling tool?
AWS’s Energy and Telecom teams were each looking for more than just a showpiece. They needed a scalable, flexible platform that could help explain complex infrastructure, demonstrate real-world use cases and engage customers – all without relying on traditional presentation formats.
For Energy, it began with a physical model already in existence: a detailed 3D table featuring buildings and landmarks that lit up to represent key verticals such as oil & gas and utilities. While eye-catching and already well-received at multiple events, including the Energy Symposium, the experience lacked depth – early iterations relied on static video content and basic lighting with very limited interactivity. It was a good first step, but far from AWS’ end goal.
Solution: A modular, scalable and easily adaptable interactive presenter platform
To take it to the next level, JPC pitched the idea of an interactive presenter platform – centred around a digital twin of the original 3D table, bringing it to life and driving the narrative and lighting sequences with overlaid hotspots and intuitive navigation.
This approach offered a far better match for the scale of AWS’s ambition, and also inspired AWS for Telecom to get on board with their own 3D model table and platform, developed simultaneously for immediate impact.
This also meant greater flexibility in use, delivering an engaging experience both onsite with the model, as well as at smaller events where there wasn’t necessarily space for the table, on websites, or as part of the wider sales toolkit.
Key features:
Interactive digital twin of the 3D model: with primary zones representing business verticals
Pre-set pathways based on user interests: such as oil & gas, energy & utilities, power & utilities for energy, or Business operations, Customer experience, etc. for telecom
Intuitive hotspot navigation: triggering a dynamic 3D flythrough, while illuminating both the digital platform and physical table, in sync
Layered content: each zoomed-in view opened access to relevant use cases, data, and solutions
CMS-driven flexibility: enabling AWS teams to update content independently over time
Importantly, the platform wasn’t designed as a one-off. It’s modular, scalable and adaptable – usable across marketing, sales and events with minimal friction.
“The Energy Symposium was great. The model experience was a big hit, and the team really loved the addition of the touchscreen. The Vibe Coding demo was a big hit too! Everything went smoothly. Really appreciate your support throughout the whole thing.”
Richard Beltran, Sr. Product Marketing Manager, AWS Energy
Outcome: More than an upgrade, the interactive platform was transformational
Both Energy and Telecom launched their interactive platforms at major events:
- Energy debuted at the Energy Symposium in Houston
- Telecom launched at DTW Copenhagen
The results were clear: overwhelmingly positive feedback from AWS teams and attendees alike. The interactivity made navigation intuitive, the flythroughs added drama, and the fact that customers could self-serve or be led through the experience – while seeing the physical and digital versions sync – made the whole journey engaging and memorable.
The platform is now being billed as a template for future AWS engagements – adaptable across industries, constantly updatable, and deeply interactive by design – showing what’s possible when digital storytelling meets enterprise scale.
This wasn’t just an upgrade. It was a transformation.
“Really cool seeing the 3D model and app in action.”
Rob Chen, Head of Product Marketing, AWS