MINING BETTER TOGETHER

Caterpillar’s mining division was preparing for a new campaign direction and wanted a video series to launch the message.
The great team at Converse Marketing asked me to head up the art direction. They were looking for something personable and warm with a mixed-media approach.

I really enjoy collage, so couldn't have been happier to work on this one!

INITIAL EXPLORATION

We spent a good chunk of time nailing down visual direction. We started with a lot of design elements incorporated into photography, and dialed it in to serve the whole series of campaign videos. The end result was a visually-rich campaign video that served well for the follow-up content.

FINAL ART

motion test

After the design frames were ready, I also prepared a motion test to kickstart Pixel Farm’s animation. It’s rough and ready, but I was happy with the direction it provided.

Campaign assets

Once the initial campaign video was completed, Converse also wanted a series of assets for follow-up content.
It was great to be able to round out the initial video with additional campaign assets.

Agency - Converse Marketing
Creative Direction - Jason Salyers
Art Direction - Seth Hodel
Animation - Pixel Farm, Peter Casey, Seth Hodel
Edit - Seth Hodel
Audio - Jason Salyers