WORK-to-live Campaign

01

This campaign took a bold new direction for Caterpillar, shifting the focus from machines to the owners and operators behind them. By highlighting real customer stories—whether spending time with family or pursuing personal passions—this campaign created an emotional connection between the brand and its audience. A decade later, this campaign’s imagery remains in use—a testament to the power of people-first storytelling.

Two people standing in snow next to a snowmobile with mountainous background, featured in a Caterpillar advertisement highlighting a Cat Compact Track Loader. The ad text emphasizes helping businesses succeed with reliable machinery.
Advertisement featuring two men fishing with the text promoting a Cat® Compact Track Loader. The ad highlights the benefits of leasing the equipment, emphasizing work-life balance and includes details of the leasing offer.
Magazine advertisement featuring a Cat® Mini Excavator, with three men holding fishing gear on a dock near boats. Text highlights the product as a tool for making life dreams possible. Includes a QR code and website link at the bottom.
A laptop displaying a webpage about CAT Compact Track Loaders from Compact Equipment magazine with articles and videos on construction equipment and trade shows, featuring images of people fishing and machinery.
Caterpillar advertisement featuring Roy Chipley and his family. Various images show Roy and his workers operating construction equipment and spending time at the beach. The advertisement highlights Cat machines' role in helping businesses succeed and
Caterpillar advertisement featuring various equipment in use and a happy customer testimonial. Upper left shows a drill viewed from below, top right displays a man using a skid steer loader, and the bottom showcases a man fishing, suggesting the prod
Caterpillar advertisement featuring various images of construction equipment in action on a farm, a smiling man identified as Chad Berger, and a family enjoying time outdoors. Text highlights the benefits of owning Caterpillar machinery for business
A Caterpillar advertisement featuring a dairy farmer named Eldon Marrs using Cat machinery, including loaders and telehandlers, on his farm. Images show farm equipment handling hay, grain, and cows. The ad highlights the benefits of Cat machines in f

Creative Credits

Kelly Nottermann, Randy Marx, Brad Pipkins, Lindsy Tanner

Creative Production Partner: Jason Lindsey

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.