A new global campaign launch for CAT called “Built for It.” This campaign concept shows how CAT machines are built to last and can take on any job. Instead of showing pristine images of machines, we showed machines in action, hard at work, and celebrated the people behind the machines. I was involved in the initial strategy and helped shape the art direction for the campaign. I created print ads, outdoor ads, and photography guidelines for global regions to use. I also created and oversaw the digital work for the initial launch.
Type: Integrated Campaign
Agency: Ogilvy & Mather
Title: Associate Creative Director
Role: Art Direction