Milwaukee Conference

Milwaukee Tools planned to host their EMEA conference in Barcelona to promote their brand, meet departments, offer hands-on experiences with their latest products and have senior management present future roadmaps to resellers, distributors & end users.

Milwaukee envisioned twice daily conferences over 3.5 weeks to educate, update & empower over 4000 attendees integral to the Milwaukee brand success.

Maxim Communications, the design agency selected by Milwaukee, chose BBX to support the AV production requirements for previsualisation, sound and video control, following a successful 4 year relationship. Maxim knew they could rely on BBX to translate the creative brief into an outstanding technical solution, appropriate to the scenario & budget.

We took Maxim’s original concept and created a 3D model within Pixera, which assisted both the creative agency, The Canopy Studio, in previewing their design concepts in real-time and the Milwaukee senior management team to approve & rehearse ahead of time. 

We then went a step further and installed a streamlined set-up at the Vice-President of Marketing & Key Account’s house, so he could rehearse over the Christmas period. 

Working with content creators The Canopy Studio, we devised an efficient new workflow, utilising Pixera’s support of NotchLC, an extremely fast, GPU-powered codec, capable of delivering 10-bit colour depth which provided superior image quality. 

We also worked with the LED team at Colour Sound Experiment to create Pixel Maps to ensure the correct placement of content. 

Comfort monitors were placed at the front of the stage to allow the presenters to preview the content playing behind them, they had full show control via a MasterCue system. 

Fibres between backstage and Front of House carried the audio and video signals, including custom EDIDs between the Barco E2 and LED processors, Dante audio to the sound desk and timecode between Pixera and the lighting desk, which kept the video and lighting synchronised for a fully immersive experience.

For added redundancy, we ran multiple, synchronised Pixera servers into the E2 for seamless failover and a Marshall mini-camera provided a full overview of the show to the backstage crew to ensure everyone was aware of everything taking place on stage – an added peace of mind for Milwaukee.

In order to create the maximum impact, we chose the impressive D&B Y-series line array to compliment the gripping soundtrack.
Comprising of Y8s, Y12s, V10s for point sourcing, T10s for front fills & delays and V-subs for the punchy bassline. 

This collaboration is the fourth Milwaukee event supported by BBX, the long-standing relationship has come from flexibility to accommodate fresh ideas every year and our track record to deliver.

From Watchout to Disguise to Pixera, our equipment has evolved with the client’s requirements and the services we’ve delivered have ranged from powering ultra-wide LED screens, to projection mapping, to freestanding LED structures running forced perspective 3D content, all across Europe.