The brief from JCB was to promote their products in front of a buying audience, and to stand out from their competitors in a unique way. But how did it all happen? Here's an overview of how I designed exactly what JCB needed.
JCB had expressed interest in a "James Bond" style stunt show, using their own products. A storyline was produced, with "JC Bond" as the hero driver fighting off enemy diggers, getting the girl and some diamonds, in an eight-minute spectacular.
But a JCB 3CX Excavator is a big piece of machinery - how could I hide it in a wide open arena, only to reveal it dramatically during the show's finale?
To address this, the story was set around a "Diamond Mine" (above left ) which I designed; big enough to hide the excavator in during the show, until needed.
After meetings and discussions, I designed different concepts for the mine. Once approved, I built a small model of it to show to JCB, so they could see what was going to be built full-size. (left )
Once approved, the full-size diamond mine had to be built in sections, and be re-assembled in the arena, in Paris.
Sculpted polystyrene textured and painted like rockwork was attached to steel sections, to create an impressive 30' Diamond Mine. (left )
On cue, the two enormous doors would burst open, balls of flame would erupt from either side of the smoke-filled "mine" and the silver JCB would speed out, to engage the smaller JCB product excavators in a specially choroegraphed display. These vehicles would also be rigged with explosives, triggered by their drivers during the "fight" sequence.
1. Initial concept design for the "Mine"
2. Scaled 3D model design for the "Mine"
3. Re-assembled in Paris, the "Mine"
4. Concept design for the "Bar" stage area for the dancers.
As well as the Diamond Mine, the show required a "Bar" for the dancers to work their charms on JC Bond... so I created concepts for different styles, and JCB chose their favourite (left) The stage needed to be raised so that the dancers would be visible to the audience during the performance.
But with rain forecast for the week of the show's run, they needed something they could dance on safely, so...
5. The actual "Bar" stage area for the dancers.
... the entire surface of the set was covered with Harlequin dancefloor; a special non-slip cushioned flooring especially for dancers.
Covers for the set were also supplied in case of sudden downpours.
Before the first performance, extra plants and dressing were added to the stage to finish the design. (left )
6. The silver JCB with added rockets and missiles
Finally, I'd designed dummy weapons that were welded onto the world's first silver JCB, and a massive machine gun for the front scoop, that fired pyrotechnics (safely) during the performance.
Everything had to be sturdy to last the duration of the shows, and be easily maintained and re-set for subsequent performances, six times per day, for a week.
JCB werevery pleased with the success of the event, and the interest it caused in their area at the Expo, and the show was tremendously well received by full audiences at every performance throughout the week. What can I design for you?
