Role: Junior Art Director
Client: Caterpillar (CAT)
Tools Used: Photoshop & Illustrator
This campaign concept was pitched under the title “Family Dynamics”, as one of the proposals for the release of a new Cat Next Generation machine. By treating the machines like a family, a real family, we were able to play into the machines various new features, benefits, and unique selling points. This versatile concept can have a variety of executions including the ones seen below and more.
Credits
Ian Myers & Sena Celik (Junior Art Directors), Ginny Boehm (Art Director), Luke Newmann (Associate Creative Director), and Nick Jibben (VP of Creative Services)