Cat® Digital
Recruitment Campaign
The ask was to art-direct a relatable, scroll-stopping campaign that would attract top talent in the digital careers space. The clients also wanted to position Caterpillar in the same ballpark as IBM and Google in the minds of potential applicants. The campaign would scale to many social media platforms as well as print / in-person collateral. The creative would run in the USA, India and Slovakia.
The First Pitch
I designed the following pitch in alignment with the client's initial direction for creative work that was on brand and completely out of the box. The pitch contains three potential directions: Collage, Typography and Hero Montage.
The animated “Collage” concept was chosen by the clients
The Pivot
After the clients socialized the collage concept to their stakeholders, they decided to take a step back and instead asked us to take their existing creative and elevate it. While they liked the collage concept, it was a bridge too far from where they currently were and where they wanted to go.
Their existing creative shown below became our new reference for the second pitch.
The Second Pitch
The circuitry elements were kept, but I used brighter photography and the Cat Digital Blue as the main colourway. I also kept the triangle-element, but skewed it to stay in compliance with Brand. The clients approved the following iterations.
