Bringing a Hollywood Feel to Heavy Equipment

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We brought a Hollywood-style movie poster campaign to life for the Cat® Small Wheel Loader (SWL) launch, turning a client idea into an industry standout. Featuring Caterpillar employees as the stars, the posters became a powerful engagement tool for social media, trade shows, giveaways, and office signage. The concept’s success led to additional custom posters for other product groups, expanding the campaign’s impact.

Advertisement for CAT small wheel loaders featuring three machines with headlights on, set against a forest background, with text highlighting features and availability at CAT dealers.
Blurred person walking past illuminated movie-style posters advertising construction equipment in a dark, glossy-floored room.
Poster advertising CAT small wheel loaders. Image shows the interior controls of a wheel loader with text about features such as comfort, joystick steering, enhanced visibility, and auto lighting. Bold text reads: "The Comfort Zone. So comfortable, i
Black and white advertisement featuring a man wearing a hardhat and sunglasses reflecting a Caterpillar machine, with text promoting Cat small wheel loaders.
Advertisement for CAT small wheel loaders, featuring a machine operator in a loader cab. The image transitions from day to night, highlighting features like auto lights, visibility, and joystick steering. Text includes "Light to Night Comfort Reigns,
Advertisement for CAT Skid Steer Loaders with a machine clearing a street. Text reads "Operation Grind" and highlights features like hydraulic system, touchscreen, and advanced joysticks. Background shows a cityscape at dusk.
Promotional poster for CAT telehandlers featuring multiple extended machinery arms against a yellow and white background. Text includes "Safety in Numbers" and "Load. Lift. Place. Repeat." with product features listed.

Creative Credits

Greg Bauch, Ginny Boehm, Gray Kieth, Tucker Kohnen, Kris Kodweis, Spencer Towler, Ryan Stout, Kent Weigle, Kristen Wilson