Caterpillar is the world’s largest and leading manufacturer of construction equipment. In 2017, the company started its most important product launch in 25 years, titled NEXT GEN HEX. This new product generation represents a fundamental shift in Caterpillar’s very important excavation division. A spectacular event series in September was planned to generate the greatest possible buzz for the world premiere of this new generation.
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.
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.
Sila Sveta developed the concept for the world premiere of the new Audi A7 in the company's headquarters in Ingolstadt, Germany. A 25-meter projection dome was installed on the roof of the newly built Audi Design Center, where the visitors immersed themselves into the vivid show produced by our studio. We also provided technical supervision for this complex project, which involved a combination of dome projection, lasers and lights, mounted on custom plungers.
Art Director: Ilya Balakin
Producer: Anastasia Lepikhova
General Producers: Alexander Us, Alexey Rozov
Production Director: Mikhail Dadaev
Copywriter: Nikita Kvasnik
Supervisor: Denis Sidorenko
Concept Artists: Ilya Balakin, Anton Nguyen, Tatiana Kazakova
Designers: Ilya Samokhvalov, Vitaly Zykov, Zoya Kharakoz, Yaroslav Svyatykh, Roman Kuzminih, Andrey Vyaznikov, Maxim Meshkov, Anton Nguyen, Erik Baymukashev, Darya Shurkina, Alexey Churochkin, Denis Sidorenko
Technical Director: Alexey Makrushin
Video Engineering – Front Pictures: Sergey Pervakov, Vitaliy Slyusarenko
Lighting Designer: Pavel Zmunchila
Music & Sound Design: Mitya Vikhornov
Filming & Editing: Anton Arkhipov
Special Thanks: Guido Mehringe
Quadrature is a audio/visual performance project by Griduo* in collaboration with Due3* that interacts with the perception of santralistanbul Art and Culture Center’s Main Gallery building located in Istanbul/Turkey. It shows how audio/visual techniques can transform, create, expand, amplify and interpret spaces by using large scale video projections on architecture.
It is a live audio/visual performance composed of animated monochrome geometrical shapes matching the real size and form of the quadrilateral alluminium modules which form the facade of the building. The visual performance is accompanied with a digitally produced soundscape consisting of abstract sounds synchronized to the movement of images re-shaping and transforming the building on which they are projected. The building in turn influences and transforms the projections as well.
*Griduo is formed of Alican Aktürk and Refik Anadol both graduate students and teaching assistants in İstanbul Bilgi University Visual Communication Design. Working in the fields of live video/audio performance and architectural photography, the duo is particularly interested in the relationship between architecture and media.