As the lead creative for the Cat Global Mining account, I worked closely with members of Cat Creative Services, our internal creative team, to help bring the Caterpillar experience to life at MINExpo 2012. MINExpo occurs every 4 years, with the planning and execution process beginning 2.5 years prior to the show. The 2.5 years leading up to the show was used to concept and create an exhibit that included a display space of 52,000 square feet, with many products (26 pieces of equipment) on the show floor, segmented areas throughout the exhibit set apart with changes in lighting, flooring and conditioning, as well as a 50’ wide video screen used to give presentations and live interviews. Deliverables for this project included everything from the floor plan and decisions on machine placement, to small details behind machine specs and individual machine markers, and to large format video production and complex presentations.
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