Typically, the work scenario for trade fair photographer in Poznan is predictable and fairly schematic: you enter the hall, locate the client’s giant, monolithic booth that dominates the surroundings, and document this isolated fortress. You’ve got hostesses, you’ve got clear branding, you’ve got the crowd in one place – you take pictures and get out. But what if your client – a global technology giant – turns this model upside down? What if, instead of putting up its own closed fortress, it decides to be the omnipresent “engine” that drives the whole party?

A large crowd attends the technology convention in a spacious hall with brightly lit booths of companies such as Intel, Govee and Ducky under yellow banners and industrial-style ceiling lights.

Challenge: Photograph something that is “under the hood”

At PGA 2024 Intel put on just such a multi-layered presence. Yes, the brand had its own dedicated zone, but it was not a lonely island. This booth functioned as an open technology hub, where key partners such as Lenovo, Govee, Thrustmaster and Komputronik presented side by side with Intel. Significantly, this relationship worked two-way – Intel’s technology was not confined to one pavilion, but “leaked” outward, appearing at the brands’ independent booths throughout the hall. Intel hosted the partners at home, but was also a key part of the visual display at their place. This created an intricate web of relationships, where the blue logo was the glue that connected the various fair zones into one ecosystem.

Rows of people wearing headsets play video games on desktop computers during an e-sports tournament. Spectators stand in the background, and a large banner reading "OUTLAWS" hangs above the stage.

This is what Intel’s brand presence looked like at PGA 2024.

Intel adopted an “Ingredient Brand” (component brand) strategy. Instead of competing for attention with a separate, monolithic booth, they integrated with partner zones: Actina, Lenovo, Hiro, Govee or Thrustmaster. For a marketer, this is a brilliant move showing the symbiosis of technologies. For the photographer? This is a logistical and narrative challenge.

My task was not to photograph one location. I had to capture the ecosystem. I had to show that this technology (Core Ultra processors and the AI PC revolution) is everywhere and driving the excitement of thousands of gamers who don’t even know what exactly is “sitting” in their hardware.

The challenge was: how to photograph a processor that you can’t see, so that the customer sees its dominance at the trade show / industry expo?

A large crowd gathers at the technology trade show / industry expo, with illuminated "morele," "intel" and "be quiet!" signs displayed above and around the exhibition booths.

How did I embrace it? (Strategy and Implementation)

As a trade show photographer, I’ve been to MTP before, but this project required more than just knowing the topography of the halls and where they give the best coffee. I had to act like a sniper picking out details in a crowd of 61,000 people. My goal was not to document the equipment (packshots), but to document the impact of the technology on the user experience.

I focused on three strategic pillars:

1 Player Spectrum: From “laser focus” to pure fun

Instead of looking only for spectacular bursts of joy, which happen less often than we think at tournaments, I focused on the authentic spectrum of player emotions. Intel’s technology drove two radically different stories here.

On the one hand – tournament and simulation zones (Thrustmaster, Actina), where absolute, almost intimate focus reigned supreme. There I hunted for “laser focus”: motionless faces, eyes staring at the screen, hand muscle tension on the steering wheel or mouse. It’s the quiet before the storm you see in the photos. In the background, discreetly blurred, worked the Intel Core logo – a silent guarantor of that stability.

On the other hand – the Intel and Lenovo zone, where technology unleashed pure joy. Here people played “for fun.” My goal was to catch those looser moments: smiles while testing the new Legion Go console, interacting with friends at the retro booths or just having fun with light in the Govee zone.

For the B2B customer, it sends the message, “Our equipment is versatile. It serves professionals who demand perfection, but it also gives a ton of fun to casual gamers.”

A group of young people gather around gaming computers at an Intel-sponsored booth at a convention, with yellow banners bearing the Intel, Endorfa and G-Master logos. Some sit and play, while others stand and watch.

2. different worlds, one denominator (Lenovo vs. Thrustmaster)

I had to be as flexible as ever. Each partner is a different aesthetic, a different light and a different “vibe.”

Lenovo Zone (Pavilion 7): A bright, open space in the RTV Euro AGD zone. Here the photos had to be clean, lifestyle, showing the mobility of the Legion Go console, for example. I focused on the detail – hands on the device, smiles while testing games.
Thrustmaster Zone: Here flight simulators reigned supreme (MS Flight Simulator launch). I photographed the focus of the “pilots” on the volatiles and joysticks. I had to show the physicality of the experience, which was driven by powerful PC units in the background.
Govee Zone: This is where the ambient light played. My task was to show how Intel technology synchronizes with the environment to create immersion.

In each of these vastly different environments, I looked for a common denominator: details (like the Intel Evo sticker) that tied these worlds together into a single story.

A person sits in a gaming chair at a desk with a computer set, inside a booth with blue Lenovo Legion booth branding at a gaming event. Neon lights illuminate the side panel of the booth.

3. the invisible AI PC revolution

The slogan of the year was “AI PC,” but how do you show artificial intelligence in pictures without it coming out as science fiction? I took a pragmatic approach. I focused on what can be seen on screens: games running at the highest detail, with performance overlays enabled. I photographed the screens of laptops, where it was clear that the hardware could handle demanding titles without any breathlessness. It’s a subtle but clear message: this “smart power” translates into smooth gameplay that any gamer will appreciate, even if they don’t see complex background processes.

A group of people at a gaming event watch someone playing a first-person shooter on a computer. In the foreground is a large black sign with the words "GAME CHANGERS" and gaming icons.

4th Context is King: The atmosphere of the festival

Intel does not operate in a vacuum. To show the scale of the brand’s presence, I also had to show the energy of the event itself. That’s why the documentary-style coverage didn’t lack broader sets that build a backdrop for the technology: the colorful crowd at the Just Dance stage, the amazing costumes of Cosplayers, the nostalgic retro zone with classic consoles, the besieged Lego zone or the vibrant trade show / industry expo of gadgets. These “generic” photos serve an important function – they embed the brand in a specific, living ecosystem. Without this context, close-ups of laptops would just be product shots. With this background – they become part of a great celebration of gaming.

A group of people watch a presenter speaking on stage next to a large screen displaying a video game at Intel's booth during a gaming event. The audience stands close by, some wearing backpacks and hats.

Effect: Proof of strategy, not just a souvenir

For the Event Manager and PR department, trade show / industry expo photos are a reporting tool. This material served as proof that the risky strategy of a dispersed presence (instead of one big booth) worked perfectly.

I provided material that showed in black and white:

Scale of partnership: Intel was visible and dominant with key players (Lenovo, HP, Komputronik, Actina).
Real engagement: Participants interacting with equipment – from simulators to consoles – rather than just passing by.
Technological context: AI PC is not just a banner slogan, it’s real-world applications that have been captured in the frame.

A boy wearing glasses uses a handheld gaming device at a technology event, with other participants and game displays visible in the background.

A person wearing headphones and a red jacket playing a multiplayer online game on a laptop, with the game map and character stats visible on the screen. A mouse and remote control lie on the desk.

You need a trade fair photographer – Poznan I also fograf here.

If you plan to attend MTP – whether it’s PGA, Budmaor trade show / industry expo Meble Polska – and you need someone who understands that photos are meant to accomplish business goals, not just “look pretty,” let us know.

I’m from Warsaw, but happy to visit Poznan. I know the specific light in the pavilions of the “four-pack” and I know how to make material that your marketing department will love and throw into the annual report without shame. I don’t take photos “for the drawer.” I take photos that work for your image.