International Truck & Engine

Overview

The annual Mid-America Trucking Show in Louisville, Ky., is the venue for this global launch—one of the largest product introductions in this company in 60 years. It's time to unveil a new design of best-in-class line haul tractors and re-launch the brand in a highly competitive field.

Challenge

Make it different. Design an immersive brand experience that creates an emotional connection between product and audience. Communicate key product messages in a manner that challenges convention. Make it the talk of the town, the talk of the industry.

Solution

Turn an airplane hangar into a cool lounge with three stages delivering a series of surprises for 1,300 dealers and customers. Create a sweeping, high-definition, super widescreen video that combines detailed 2D and 3D animation with dynamic footage. With a limited entertainment budget, directly negotiate a product trade with Lyle Lovett to headline.

Results

Networking and entertainment successfully re-position the brand as a serious contender. Attendance expectations exceeded by 100 percent. Perfect execution of a technically challenging concept on one of the largest video screens in the business. An audience literally surrounded by spectacle that also delivers substance.

Services

Creative

message and content development, scriptwriting, video direction, scenic design

Production

technical services, complete video program development including pre-/post-production, on-site video