Mack Trucks Pioneer
Mack Trucks Launch Event
Mack Trucks has built, connected, and served America for 125 years, and they called for a celebration worthy of their history—culminating in the unforgettable launch of their breakthrough next-generation truck and platform.
Over two years in the making, MIG partnered with Mack from the ground up. From identifying the right venue to orchestrating the final curtain drop, we worked side by side to create an experience that would resonate with both stakeholders and the industry at large.
The biggest challenge? Not only finding the venue, but filling it. We began with two adjoining, empty warehouse buildings—together offering more than 54,000 square feet —and transformed them into an immersive brand world. Rigging three massive moving components was the centerpiece of our efforts, creating a WOW factor that kept every attendee’s eyes locked in.
Once the perfect location was secured (just a mile from Mack’s founding site in Brooklyn, NY), we designed two seamlessly connected experiences. First, a celebratory pre-event party featuring pivotal vehicles from Mack’s history, each brought to life with entertaining context. Then came the reveal—an unveiling unlike any other. Guests embarked on a “coast-to-coast ride” in Mack’s new truck, surrounded by widescreen 8K footage of the U.S. landscape behind them and a transparent LED screen in front, delivering a stunning augmented-reality effect.
Between the lighted walkway connecting the buildings, 15 Mack Trucks on display, massive branded signage, video livestream, and more, every detail contributed to an experience that was truly larger than life.
The result: a landmark event that had significant impact on stakeholders, wowed the C-suite, and was talked about across the industry.
