Caterpillar: CES 2026

I established the visual language and art directed all design and motion output for Caterpillar's CES 2026 social campaign. Working from limited event guidelines, I defined the animation style, transitions, and typographic behaviour across all video content — introducing oversized typography to give the campaign a bolder, more modern edge while staying true to the brand. I storyboarded and designed all pre-show video content, including teaser films, countdown animations, and LinkedIn carousels that built intrigue ahead of the keynote. I directed an external animator across time zones, managing overnight briefs and next-day feedback cycles to keep production on track. During the show, I designed quote cards and animated typographic overlays for 20 pieces of video content, delivering at speed without compromising consistency.

The campaign delivered 9M impressions, 7.3M video views, and a 3.6% executive engagement rate across 40 posts — helping shift Caterpillar's perception from legacy manufacturer to innovation-first technology leader.