The new generation of products from excavator manufacturer Catterpillar represented a profound change in product strategy. The world premiere, to which 1,500 spectators were invited over six evenings, was to be accordingly spectacular and sensational. Under the title “Night of the Challenger”, Tisch13 staged the new product generation in its “natural” environment: an oversized “outdoor sandpit” in the Catterpillar training center in Malaga.
The open-air performance covered an area of over 4,500 square meters on a total area of 100 m wide and 45 m deep with projection mapping. 14 high-performance projectors with a total output of more than 280,000 ANSI lumens ensured an impressive and comprehensive display of the outdoor arena in a high-resolution 5k media production. A cube in the center served as an additional projection surface and an initial cover for the new product. With the help of a double kabuki drop curtain, the product unveiling was staged in two striking highlights.
The 16-minute show was divided into three theater-like acts and led in terms of content through the beginnings of the company in the 20th century to the current challenges in the digital age. In order to noticeably differentiate the world premiere and the new Caterpillar products from the existing corporate design, the motion and sound design as well as the entire graphic display were specially designed and composed for this event.
LEAD-AGENCY, CONCEPT, DESIGN: tisch13
SOUND DESIGN: Feldhaus & Wasserfall, Michael Meinl
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