This One's For You

Retail Awareness Concept

Every few months Caterpillar runs an awareness campaign promoting offers for their machines, and it's Gelia that concepts, designs, and runs the campaign. My role for this project was to provide the art direction and develop mutliple executions for one of several concepts we presented to the client, working with a copywriter and another designer.

This One's For You is focused on the machine operator, bringing them front and center to stand alongside the specific machine being promoted. Headlines written in the second-person call out to our audience directly. Lots of texture, energy, and high-contrast Cat yellow, these visuals invoke elements often seen in movie posters, reinforcing the operators as heroes of their work. This is a celebration of what it means and how it feels to own and operate a Cat machine.

Below are the different versions of the creative presented to the client: