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Barco - Daimler Truck North America at Hoover Dam

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Barco - Daimler Truck North America at Hoover Dam
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Iconic American landmark becomes giant pixel mapping screen


When Daimler North America executives explored ideas for maximizing the impact of their new Freightliner Inspiration Truck campaign – the fi rst licensed autonomous commercial truck to drive on a United States public highway – they honed in on a frequently traversed landmark representing another feat of engineering prowess: the Hoover Dam. At its launch event, the Inspiration Truck drove on top of the dam while a Barco-powered dynamic projection mapping appeared on its surface.

An adventure of massive proportions


Creating the projection mapping was naturally fraught with many challenges. The 420,000 sq ft surface featured numerous angles and curves, widening from bottom to top. One of the fi rst challenges was to locate the best position for the projection tower. After exploring several areas, including the shoulder of the bypass bridge and the base of the power plant, the production team fi nally settled on a site down river from the face of the dam. It was the safest location and positioned at the best angle from the dam.

With the projection tower located 2,500 feet away from the surface, the team has to use 7.5-11.2 zoom lenses to span the distance and ensure pristine image quality. Sixty Barco projectors were set-up in three banks, with six projectors required to create each image. All images were seamlessly blended to create a single 4592 x 2048 pixel image generating an astonishing 1.17 million lumens.

A seamless panorama of imagery


Creative Technology, a world-leading supplier of AV products and technical staging services, brought its expertise in video projection mapping and specialized software to warp and render the projected image onto the curved wall of the dam. “We’d tossed around the idea of doing a projection mapping on the Hoover Dam for several years, but had to wait for the technology to catch up so we could deliver a high quality show,” comments Graham Andrews, CEO of Creative Technology.

The ultimate show presented a series of stunning visuals, including Americana themes, tumbling concrete blocks, and Daimler’s truck promotion to deliver an emotional, immersive experience. The vibrant, true colors and high brightness lent a realism to the visuals that truly capitated the audience, creating a memorable occasion.

Douglas Fearing- Co-Founder / President

A graduate of DeVry Institute of Technology, Doug has been in the Technology industry since 1976 and actively oversees Fearing’s daily operations. Along with his wife, Lois, and three others, Doug started Fearing’s in a 600 square-foot facility in Portage, Wisconsin. In the 25 years since, the company has grown to over 30 employees with offices in Madison and Milwaukee, Wisconsin. Doug likes to say he’s a “TV Technician with a dream� going back to his history with the family’s original business-Fearing’s TV and Appliance.

Doug values time with family, watersports, hiking, snowshoeing and skiing. In addition to being a devoted member of his church, Doug serves as Board President for Kinship Mentoring of Columbia County, Board member of Schools for Haiti and Scripture Chair of the Gideons-Portage camp.

Lois Fearing- Co-Founder/Accounting, Human Resources

A graduate of MATC, Lois oversees Fearing’s daily book keeping along with various HR responsibilities.

Along with Doug, Lois is deeply connected to community outreach, serving as a Board member and Fundraising Committee Chairperson for Kinship Mentoring of Columbia County. She also serves on the Schools for Haiti Fundraising committee. In addition, Lois’ ongoing passion and commitment to provide care for the elderly comes from her 10-year history of working in a Reedsburg, Wisconsin Nursing home.

Lois enjoys singing, hiking, sunny days on the pontoon, and spending time with her 4 grandchildren.

Ehren Tresner-VP of Technology and Innovation

Ehren drives Fearing’s technology by continually seeking out trends to enhance capabilities while supporting Sales, Engineering and Installation teams. Throughout his years with Fearing’s, Ehren’s talent and vision have joined forces to create a wide variety of projects and strategic solutions that exceed expectation.

Ehren loves music, family time, movies, nature, sustainability efforts and electric vehicles.

Ben Voeck-Director of Commercial AV

With 10 years with Fearing’s and over twice that long in the industry, Ben continues to lead, coordinate, and develop the Commercial AV team.

By consistently delivering an outstanding experience and outcome, Ben contributes to the Fearing’s legacy of long-lasting partnerships that truly make a difference. Whatever the Commercial AV need may be, Ben and team deliver at the highest level.

Ben is an avid fisherman and photographer. He enjoys coaching his sons and other youth.

Chris Matson-Senior VP of Sales

Chris has been with Fearing’s for 20 years and in the industry for over 2 decades. As a Certified leader in Sales Acceleration and trained in EOS (Entrepreneurial Operating Systems), Chris successfully utilizes his skills to lead the Fearing’s Salesforce. Chris and team are motivated and driven to develop new client partnerships while continuing to reinforce loyal long-term relationships with ongoing Service excellence.

Married for 19 years with 3 children, Chris enjoys skiing, hiking, fishing, boating, hunting, camping and golf. He’s also been actively involved as a Youth Football and Softball coach for his family and others.