Caterpillar Inc.
Video Creative
Centennial Anthem Video
Role: Concept, script
I had the great honor of my concept, story, and script being chosen to execute for Caterpillar 100th anniversary for video. My strive was to make it a seamless journey through time, defining ourselves through the century and pivoting to a promise towards the future. As an additional note, for pitching it, I storyboard sequence the story (and it stayed almost exactly as you see it here) entirely in Midjourney. This concept beat out several others, including competition from outside agencies. We produced this video across several locations partnering with outside teams and a director.
Released 4/25 and achieved 24.1M impressions & 6.7M video views.
Cat Trial 14
Role: Concepting, story, on-site co-directing
Cat Trial 14 I joined after it was a bit underway, I guided the story to a place that felt right for our Centennial. Previous to my joining, it had the museum elements, but ended with the machines going to a portal and teleporting to the future (a logitistical and cost mess). I pivoted us to more direct ending: our Centennial machines (the grey at the end) join the installation.
Additionally, I helped on-site directing in Tucson, which divided amongst 2-3 concurrent units, depending on the stakes of the shots.
Released 1/25 and achieved 97.6M impressions & 42.4M video views.
100 Years in the Making
Role: Concept, on-site direction, editing direction, copy
For the 100th, the agency was invited to pitch a series of ideas that brought the moment to life — one that I had amongst others was the idea of using our machines to dig out out 100th logo. I traveled onsite to complete the shoot, working with talented outside drone vendors Skycandy to capture this, then worked with their editor to piece together the resulting product. A :15 of this video was also shown on a Time Square billboard on the day of 100th celebration.
To celebrate the actual one hundredth we also cut a special edit of this sequence, primarily using the ending, for the ABC screen in Time Squares — an exciting marquee moment that ran during the day of our Centennial.
Machines On Ice
Role: Copy, on-site co-directing, edit directing
An individual associated with a dealer approached Cat with the idea that they had made custom hockey sticks and 3d printed pucks, and was it an NHL opportunity for us. So, as part of our ongoing There Is No Off Season campaign we flew to Nashville and filmed this one-of-a-kind video on the Predators rink.
Centennial Fest
Centennial Fest was the final event for celebrating Caterpillar’s 100th anniversary, and what an event it was. A 50,000+ guest event held over two weeks in Peoria, it was creatively led by Ironworks sharing logistical planning with our Demonstration Learning Centers. My role was helping produce a suite of video edits, including post-event ones (for instance, like shown) and creating the Antique Space + Innovation Zone. When it came time for the event I was also the lead for these spaces, conducting volunteers and guiding guests over the course of six event days.
Antique & Innovation Zone
These spaces were designed as a look back and look forward. I worked in collaboration with our outside vendor partners to help the layout of the space, and directed our designers on the look/feel of the space. The Hat Wall was an interesting undertaking — I bought all the hats off ebay for the display (I wanted it to be an entire experiential room, but had to settle for a wall!). The Antique Zone meant partnering with local collectors and getting their machines in the space. The Innovation Zone was a unique cross-group collaboration, bringing multiple disciplines to show off engageable content, including robotics, VR, and a AI chatbot designed specifically for the event (and skinned by my team to match the overall space aesthetic). The space was a hit, with at times lines so long and far into the overall event space they had to be directed.
Campaigns
“Do You Speak Cat?”
For this campaign the team pitched three ideas I came up with to our HR client… and client ended up taking all of them in some form. But the winningest idea was “Do You Speak Cat?” — the conceit being that if we used words and symbology associated with a role that demonstrated our knowledge of it, it would suggest that we take our candidates seriously and ourselves are subject matter experts. So for instance, a copywriter would have “EDITS, REVISIONS, VERSIONS, PROOF, etc”. This “wordcloud” mechanic allowed it to be dialed in to very specific targeting. The look I led had eye-catching stylized wordclouds matched to inviting headshots.
This work was used across paid social, organic social, in locations and recruiting fairs. It was so successful that it is still being used as the main campaign for HR two years later.
