Mack Trucks marked 125 years of historic legacy while launching the new Pioneer highway truck—a moment that redefined their brand’s place in the long-haul sleeper market. OX helped create an immersive brand experience that honored the past and boldly projected the future, bringing together 1,200 dealers, customers, press, and industry leaders at the Brooklyn Navy Yard. This was more than a product introduction—it was a statement.
We designed narrative arcs that seamlessly blended brand history with the Pioneer’s cutting-edge features—crafting a cohesive dual-message storyline.
From immersive digital previews to on-site experiences, environmental design, and tailored messaging, we built engagement paths unique to each audience—from dealers to press and executives.
We harmonized aesthetic and thematic elements across both event spaces, ensuring every touchpoint—digital, physical, and environmental—reinforced Mack's heritage and innovation. Our collaborative approach allowed us to respond dynamically to venue constraints while never compromising the creative vision that would make this event memorable for attendees.
