Mack Truck Titan Launch

Developed booth graphics for the Mack Truck Titan launch. Using the shrouded drama of a consumer auto reveal, the truck was hidden from view within a brushed metal bunker. We lined the interior of the booth with extremely large scale photo collages of typical work environments for the vehicle—oil fields, rock quarries, and timber stands—immersing the visitor in a seamless "virtual" world. When the truck was revealed, there was a complete theatrical production, including a rousing introduction from famed boxing ring announcer Michael Buffer, and the appearance of several American Gladiators, including Titan!

• Art Direction

• Photo Collage Development

• Technical Art Production

Booth before the reveal

Booth after the reveal

Interior shots of the booth