How We Helped Mack Launch a Truck That Didn’t Exist Yet

When Mack Trucks came to us to help launch their new model—the Pioneer—we already had a strong foundation to build on. We’d previously delivered a successful configurator for their legacy trucks, and now they were ready to take things to the next level.

The ask was simple, but the task wasn’t: bring a brand-new truck to market, visually and interactively, before a single one had been built.

No Truck? No Problem.

Launching a flagship vehicle like the Pioneer isn’t just about showing off specs—it’s about making it real for buyers. The challenge was clear: how do you market a product that doesn’t physically exist yet?

Mack needed a solution that would allow customers and dealers to explore, configure, and personalize the truck—well before it rolled off the production line. They also wanted to create high-end visual content for the launch, without relying on traditional product photography or physical prototypes.

Building the Digital Pioneer

Using CAD data provided by Mack, we built a fully configurable digital twin of the Pioneer. Every surface, angle, and option was recreated in detail—giving Mack a pixel-perfect replica of the truck to work with.

We didn’t stop there. To ground the truck in a realistic environment, we shot custom backplates on location in California. That gave the configurator a natural, cinematic look and feel—making the experience feel far more real than using a white studio set up..

With the digital twin in place, we had everything we needed to start generating launch content. Custom colorways? Done. Dealer-branded visuals? Easy. Stills, animations, hero shots, and everything in between—we could create it all on the fly, rendered on demand using the power of Unreal Engine.

A Seamless Launch and a Growing Partnership

The result? A smooth launch, strong engagement with the configurator, and high visibility for the visuals across Mack’s marketing channels. The client felt supported every step of the way—and the digital experience played a key role in building early interest around the Pioneer.

It’s also been a turning point in our relationship. We’re not just a vendor for Mack anymore—we’re a creative partner. Over the years, we’ve built trust, evolved together, and continue to explore new ways to bring their products to life digitally.

“Truck buyers today want clarity, customization, and control.” - Mack Trucks

Why It Worked

This project shows what’s possible when creative and technical execution come together. Mack was able to:

• Launch their truck without waiting for a physical prototype
• Let dealers and customers personalize their own versions in real time
• Create and reuse high-quality content quickly and cost-effectively
• Strengthen internal alignment and external impact through immersive storytelling

And the best part? The digital twin continues to deliver value—long after launch.

Want to bring your product to life before it even hits the market? Let’s talk.