MACK MASTERS 2019 EXPERIENTIAL DESIGN
Challenge:
Because the Mack Masters competition is held every two years, it is imperative that the theme changes in dramatic ways to keep our dealers and technicians interested in paying to attend. Mack Masters 2017 was a great success, however, for 2019 it was decided to step it up a notch. The 2019 theme was comic book and the challenge was how to bring the theme to life unlike ever before. How does one use something as straightforward as signage to create a mood?
​Solution:
Instead of the typical one-dimensional signage, I decided that signage should be three-dimensional, movable, and of course reusable. I hired puppetry artist Penny Benson and flew to her studio in New Hampshire where she recreated the comic book characters as 3ft. x 4ft. bobbleheads. The bobbleheads attend and interact with guests and hired an artist to do a live painting as a triptych (3-panel work) on thin wood which could be broken down and transported back to the Mack Trucks world headquarters in Greensboro, NC where it is now installed as wall art.
​Project Input:
Creative direction, experiential design
Team:Cortni Witherspoon for Mack Trucks
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A Mack Truck to transport materials from Greensboro to New York for the competition and gala event, I decided to have a truck wrapped with Mack Masters'graphics in order to advertise the event and to also bring awareness to Mack Trucks while en route.
