INTRO
For the launch of Caterpillar’s new generation of excavators, we realized what might be one of our most ambitious projects ever: a site-specific projection mapping covering 4,500 m² of outdoor terrain.
14 projectors with a total power of 280,000 ANSI lumens transformed the sand pit of Caterpillar’s Demonstration and Learning Center in Málaga, an arena of 100 by 45 metres, into a giant stage for an unusual multimedia brand experience, mapped with 5K media. In three acts, the 16-minute show tells the story of Caterpillar’s founding and evolution, staging their powerful machines in their natural environment.
Key challenges
Mapping uneven sand terrain at arena scale
A double kabuki timed to the score
A brand show without the brand look
NO CORPORATE LOOK
The agency tisch13 deliberately set the show apart from Caterpillar’s corporate visual identity: motion graphics, music and visual design were made for this production alone. NIGHT OF THE CHALLENGER was developed in close consultation with tisch13 and produced by URBANSCREEN with the production partners PRG and Intermediate Engineering. It ran for six evening performances, each for around 1,500 spectators (project report).
In the centre of this augmented landscape stands a 12 metre tall cube. It first hides the new machine, then becomes a projection surface itself. A remote-controlled double kabuki curtain opens it in two stages, and at the climax of the show it reveals the Cat 320, introducing its features to an international trade audience.
CREDITS
Commissioned by: tisch13
End client: Caterpillar
Art Direction: Alexander Trattler
Show Director: Majo Ussat
Assistant Show Director: Moritz Horn
3D-Supervisor: Thorbjörn Geisler
3D-Design: Moritz Horn
Motion Graphic Design: Moritz Richartz, Lukas Neumann, Till Botterweck
Lighting Design: Sebastian Jakob
Music & Sound Design: André Feldhaus, Anders Wasserfall, Michael Meinl
Narrator Voice: Tom Zahner
Mockup Construction: Eike Buff & Lukas Neumann
Creative Direction tisch13: Georg Dejung
Production Partners: PRG & Intermediate Engineering
Technical Direction: Tobias Wursthorn (Intermediate Engineering)
Projection Operator: Frank Wagner
Lighting Operators: Julius Neudecker & Martin Rupprecht
Crew Chief PRG: Sven Heidlas
Site Manager: Matthias Wilde
Production Manager: Majo Ussat
Camera: Moritz Horn, Thorbjörn Geisler
Documentation Edit: Moritz Horn
Photos: Moritz Horn, Thorbjörn Geisler, Daniel Dobers
With great thanks to Randall Crow and the Caterpillar team in Málaga for their brilliant on-site support.
The NIGHT OF THE CHALLENGER has been developed and realized in close consultation with tisch13. Thanks to Georg Dejung, Pat Kalt and Stefanie Anspach for an excellent cooperation!
Production: URBANSCREEN