Theatre Professor Designs Concept Vehicle Reveals at Detroit Auto Show
Terry's original design for the Atlas Concept Reveal
Terry McClellan, Professor of Theatrical Design in the NIU School of Theatre and Dance, spent the first two weeks of 2013 bringing a major theatrical event to life for the Ford Motor Company. The North American International Auto Show in Detroit is where the global automotive community comes together for the world’s most eagerly anticipated new vehicle premieres. Professor McClellan designed the dramatic reveals for the new Ford Atlas concept pickup truck, the Ford Transit commercial truck line and the Lincoln Motor Company MKC concept vehicle.
Detroit's Joe Louis Arena is a huge venue for a press conference, and Professor McClellan took full advantage of that for the 3,000-plus international media representatives in attendance. After the initial introduction of the new Transit truck line, the audience viewed the Atlas concept pickup truck for the first time. The stage design integrated custom video projection screens on large horizontal and vertical stage surfaces to introduce the vehicle. With dramatic lighting effects and live musicians, the reveal featured a huge steel beam construction structure with costumed worker/actors using spot welders being lowered from the rafters in front of the video screen as the Atlas truck itself was flown from above to a center stage revolving platform.
At the nearby Cobo Center within the Lincoln Motor Company show floor booth, Professor McClellan designed the all white environment including press risers, seating and the entryway and runway for the introduction of the luxury compact crossover vehicle Lincoln MKX. With live music and models leading the way, the new vehicle emerged from gauzy veils of white and drove down the runway into the limelight.
After nearly three months of design and construction work and two weeks engaged in the installation and rehearsals in two venues in Detroit, Professor McClellan was satisfied that the premieres were a success.
Here is the reveal for the Ford Atlas Concept Truck (you can view Terry's design work starting at the 49 second mark):
And here is the reveal for the Lincoln MXC Concept Vehicle: