Be the hero of your job site!

with the new Cat® Backhoe Loader

Operator Virtuoso and the Cat® Backhoe Loader is a multichannel, comic-themed campaign chronicling the adventures of “Operator Virtuoso” — your machine-operating everyman—and the new Cat® Backhoe Loader.

BRIEF:

Caterpillar needed to remind both their retail and business audiences that the Cat backhoe loader is the machine for one-man jobs.

Caterpillar campaigns often take a B2B approach in their messaging, highlighting the quality of the product through the lens of equipment fleet managers, contractors, and CEOs with large-scale business objectives. This campaign empowers small business owners and machine operators to get the most out of their workday with a jack-of-all-trades machine. Concurrently, it reminds managers they’re just a few backhoe loaders away from building a fleet of job heroes.

4-Part Video Series

The episodes follow a simple format; Each story centers around one of Cat®’s big three USPs": Performance, Comfort, and Versatility—while always making the customer (our very own “Operator Virtuoso”) the undeniable hero.

Art Director + Animator

Responsible for art direction and animation for 4 videos, each lasting around 90 seconds. With a limited production department, completing these within tight time/budget constraints was challenging to say the least.

Aside from the script, I was fully responsible for all aspects of Episode 3, Comfort Conquers, including sound design.

Art Direction and Design for a scalable, digital campaign

I created style guides and provided our digital designers with all graphic elements, treatments, and Photoshop actions to produce mass imagery for the landing page, sweepstakes page, product pages, and social media posts.

CUSTOM PHOTOSHOP ACTIONS

Designing Photoshop actions for the vintage comic book treatment was a crucial part of making the projects quickly accessible to our designers. Instead of hosting countless meetings about achieving the visual treatment, I created actions and then gave designers a quick walkthrough on how to implement them. This approach gave our small team the relief they needed to produce complex images in high volumes. It also gave them more time to experiment with layout, an important element of comic book design.

Operator Virtuoso Sweepstakes Page

PRODUCT PAGES

Highlighting Comfort, Performance and Versatility

“Greenscapes” event booth pitch

Designer | Live plant wall and display mockups

3D Rendering and Compositing