Designed for Impact: The Pulse 2023 from Concept to Cebu

In 2023, Transitions Optical brought its regional convention, The Pulse, to Cebu for the very first time. With the theme Lights on Tomorrow, the event was designed to guide Eye Care Professionals (ECPs) through new innovations, industry shifts, and the evolving future of vision care.

But there was a challenge.

Both agency partners—Stratminds Events and LEAP MNL—were Manila-based. The client team was in Singapore. And the event had to take place in Cebu, a city unfamiliar to all stakeholders, with limited access to fabrication, staging, and logistics. What started as a showcase of innovation became a real-world test of agility, coordination, and remote execution.

Solving with Strategy:

Build Local. Ship Smart. Communicate Constantly.

Venue & Partner Coordination
Stratminds led multiple site inspections in Cebu to scout and align on the best possible venue. Sheraton Mactan was ultimately chosen for its fresh, modern facilities, a ballroom that offered just the right balance of spaciousness and intimacy, and a stunning ocean view that elevated the overall guest experience.
Hybrid Fabrication Setup
To overcome Cebu’s limited fabrication infrastructure, the team implemented a hybrid build plan:

Large elements like the 80-ft LED stage wall and detailed product displays were fabricated in Manila and shipped to Cebu early to avoid weather delays.
Structural builds like the stage frame were produced locally through trusted Cebu-based partners.

Visual Optimization for Scale
With a stage spanning 80 feet, all visual assets were resized by Stratminds’ visual strategist—from the standard 1920×1080 to 4992×768—to make full use of the panoramic LED wall.
Culturally Grounded Experience Design
The event was rooted in local flavor. From scripting and hosts to wardrobe and trivia, everything reflected a distinctly Cebuano identity:

Christine Fernandez-Fabian, a well-known local personality and ECP, hosted the program.
Speakers wore traditional barong and FIlipiniana attire.
Cultural references were embedded throughout the program to make the experience feel familiar, warm, and proudly regional.

Thoughtfully Crafted Immersive Experiences

LED Tunnel Entry
Guests arrived through a custom-built LED tunnel simulating the signature light-to-dark transition of Transitions lenses—a walkthrough that doubled as a photo-worthy, branded moment.

Experience Zones

Leonardo Booth: Introduced attendees to new Essilor training tools and education modules.
Transitions Booth: A 23-ft interactive structure with 8 vertical panels and built-in UV lights. Guests could test lenses live and see the color-shift technology in action.

Dinner & Keynotes

Dinner was served by a parade of waiters just as the main program lit up. Keynotes were enhanced by real-time engagement tools like Mentimeter quizzes, keeping the crowd focused and involved between sessions.

A Celebration of Insight, Innovation, and Impact

The evening closed with an awards ceremony led by Dr. Emelita Roleda, followed by a live musical performance from Marielle Montellano and Gayle Blanco—ending the night on a joyful, high-energy note.

Even the most reserved attendees couldn’t resist hitting the dance floor.

The Result:

Despite the physical distance from home base, Stratminds and LEAP MNL delivered a seamless, high-quality regional convention that felt personal and polished.

By blending smart logistics, tight coordination, and deep cultural grounding, Pulse 2023 became more than just a corporate gathering, but a shared, human experience. This sets an internal benchmark for how regional events can connect people, brands, and purpose across borders.

Ready to make your next event even more meaningful? Collaborate with us and reach out at [email protected] or DM us on Facebook and Instagram.

Let’s make it happen!

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