Operator Virtuoso – Bold & Unexpected

01

Inspired by classic comics, this campaign turned the Cat® Backhoe Loader into a hero of power, versatility, and comfort, breaking from traditional equipment marketing.

A Bold New Look

02

With bold visuals and dynamic videos, this campaign grabbed attention across digital, trade shows, and dealer activations.

High-Energy Storytelling

03

The client fully embraced this bold creative, leading to a high-visibility launch that generated excitement across dealers, trade shows, and social media. Operator Virtuoso proved that even in a traditional industry, fresh storytelling can break through and reshape how a product is perceived.

A Standout Launch

Vintage-style comic ad featuring CAT backhoe loaders with the text "Holy Versatility!" in large letters. Three sections show different uses of the heavy machinery.
Smartphone displaying a Caterpillar Facebook ad with multiple images of CAT backhoe loaders, promoting a contest to win a 3-month rental."}
Comic-style advertisement for CAT backhoe loader, featuring a backhoe and bold text saying 'Holy Versatility.'
Comic-style illustration of a yellow CAT backhoe loader with text "Powerful Performance" and "Behold the power of the CAT backhoe loader. See for yourself."
Promotional banner featuring a CAT backhoe loader and text offering a chance to win a 3-month rental. Silhouette of a person and CTA button "Enter to Win."
Laptop displaying a webpage featuring a comic-style illustration of a backhoe loader and text stating it's a Cat® backhoe loader, a 1960s throwback.

Creative Credits

Ginny Boehm, Blake Hall, Luke Neumann, Brad Pipkins, Blakeley Pritchard, Ryan Stout, Arya Valanejad

This work was part of a larger collaborative effort across strategy, media, social, account, and analytics teams. I deeply appreciate everyone who helped bring these ideas to life.