Caterpillar 2023 Industrial-Inspired Eyewear Campaign. Taking CAT back to its heartland

The Brief
The teams at CAT and Inspecs came to us with a mission: bring Caterpillar’s industrial DNA into the lifestyle space. The eyewear needed to feel tough, bold, and street-ready, without losing the raw utility that defines the brand.

The Solution
We leaned into the grit. Shot in an industrial yard, we used bold styling, high-contrast lighting and rugged textures to echo the power and durability of Caterpillar’s world. The result? A bold, editorial-style campaign with real edge.From creative concept through to styling, stills and motion, we handled the full campaign production. The content rolled out across global digital channels, e-com and in-store, positioning Caterpillar Eyewear as the gear of choice for those who like their style built to last.

Creative direction by OOB
Produced by OOB
Photography by Matthew Stansfield
Videography by OOB
With thanks to the teams at Inspecs and Tura