The Challenge
Challenge: We were approached by CAT to shoot their latest global campaign for their new mens frame wear collection.
Solution: With products rooted in boldness, authenticity and uncompromising quality, we developed a new visual style that pays homage to the heritage and tradition of the brand, which also elevates their visual presence in a fresh and engaging way.
Caterpillar is arguably one of the world’s most iconic brands, straddling the worlds of heavy duty industry and fashion. Since 1925, they’ve been driving sustainable progress and helping customers build a better world through innovative products and services, be it their iconic CAT boots, or diesel-electric locomotives.
We were excited to work with CAT on their latest global campaign, shooting their new mens frame wear collection, launching early 2021.
With products rooted in boldness, authenticity and uncompromising quality, we wanted to develop a new visual style that would pay homage to the heritage and tradition of the brand, which would also elevate their visual presence in a fresh and engaging way.
On a chilly December day (just before lockdown three), we took over the iconic Truman Brewery, London, using the myriad of backdrops on offer to develop a new, unique style which moved the traditional brand away from the workyard and into a more contemporary space.
We shot the campaign on a digital, medium-format Phase One camera with three point flash lighting. This camera when lit correctly provides the highest quality achievable in any industry outside of space and military issue photography.
We also shot a ‘behind the scenes’ on our in-house Arri Amira film camera, used only for cinema and high end TVC’s. The end result is a slick, stunning campaign which has already been well received across the globe. We look forward to working with the legendary team at CAT on more exciting projects in the future.
