Caterpillar Reveal Show – Málaga 2017
Night Of The Challenger
For four weeks, the Caterpillar Demonstration and Learning Center in Málaga became the epicentre of one of the most important product launches in the international machine manufacturer’s history.
The creative idea behind “Night of the Challenger” reinterprets the Caterpillar Training Center in Málaga, showing the innovative generation of products in its “natural” environment. It completely transforms the “outdoor sandbox” used for training and product demonstration purposes into a stunningly new space with a spectacular multimedia experience.
„That was a fantastic show! I don’t think I have seen anything like that in my 28 years of Caterpillar.“Zach Kauk – Vice President Excavation Division
The ultimate multimedia show.
The reveal show on the night before the product launch was the ultimate multimedia experience: The open air performance used projection mapping to create an extraordinary media display spanning over 4,500 m2, measuring 100 wide and 45m deep. 14 high-performance projectors with a total output of over 280,000 ANSI lumens combined to create an amazing high-resolution 5k media production, an impressive spectacle that filled the massive outdoor space.
At the heart of the action was a 12m large cube, which served as an additional projection surface and concealed the new product generation. A double drop curtain, characteristic of kabuki, incorporated the product reveal into the overall story of the presentation in two striking highlights.
Storytelling in three acts.
The 16-minute evening show takes the audience through three chapters in the world of Caterpillar, spanning the company’s beginnings in the early 20th century to the latest challenges in this era of digital transformation.
Suspense built from act to act during the entire show, supported by key moments dedicated to the Caterpillar brand and its history. The focus of the story was on technical innovation – from the first products in the company’s early history to the reveal of the new, revolutionary product generation.
Original condition of earth
Caterpillar’s first innovation: the chain-driven dozer
Caterpillar company history
The cube awakes, sending out pulses of energy
Excavators hit the ground – sending out “shock waves”
The cube becomes a digital display for presenting the product USPs
Suspense builds to the reveal – with an image of a “real excavator” as an illusion
Two-step reveal with kabuki drop curtain
New excavator performs a “solo”
Movements of the new product generation produce waves of energy
Product family bows to its new member
The motion and sound design, along with all graphic media, were created and composed especially for this occasion in just four months. This gave the world premiere an entirely new, innovative character beyond the familiar Caterpillar corporate design.
A total of 1,500 people witnessed the multimedia spectacle over six nights.
tisch13 – Idea, concept, design, overall management, lead agency and general contractor
Urbanscreen – Media production
intermediate Engineering – Technical planning
PRG Germany – Media technology
Sound design – Feldhaus & Wasserfall, Michael Meinl