Role: Creative Director
I led the creative direction for Caterpillar’s launch of its all-new telehandler, transforming a highly technical product story into a bold, human-centered brand experience built around what the machine makes possible.
The challenge was bigger than introducing a new piece of equipment—it was about making a complex construction solution feel relevant, intuitive, and desirable to the people who depend on it every day. I helped define the creative vision, translating the telehandler’s performance, versatility, and capability into a compelling story that could resonate across operators, contractors, and the broader construction industry.
From concept development through execution, I partnered with multidisciplinary teams to shape the visual language, messaging, content, and campaign experience. The work balanced Caterpillar’s legacy of toughness and reliability with a more contemporary, dynamic expression of the brand—showing the machine in action rather than simply telling audiences what it could do.
My role included:
- Leading the overarching creative vision and campaign concept
- Developing the strategic creative narrative for the new telehandler
- Directing visual storytelling across launch assets and content
- Collaborating with account, strategy, production, and client teams
- Guiding creative development from initial concepts through final execution
- Ensuring the work maintained Caterpillar’s distinctive brand while pushing the visual expression forward
- Presenting and defending creative concepts with senior stakeholders and clients
The takeaway: When you’re launching a machine built to reach higher, move more, and do more, the creative should do the same.
