CAT Footwear
Streamline Runner
Made to move the world, faster.
The Opportunity
Cat Footwear, a licensee of Caterpillar Inc., sought a comprehensive global go-to-market strategy and creative direction for an entirely new footwear collection, designed to resonate with a recently identified target audience.
Project Services
- Brand Positioning
- User Research
- Photography
- Product Styling
- Art Direction
- Video Production
The brand had only recently forayed into the “Industrial Athlete” category – a niche product necessity for the warehouse workers, distributors, and movers of products across the globe, needing creative that could clearly communicate the benefits that the footwear could provide.
The Solution
Informed by our familiarization with Cat Footwear’s audience, and our previous work on the Industrial Athlete and Streamline 2.0 activation on social media, Handcar was already well-positioned to take on the launch plan for Streamline Runner. An even faster version of its counterpart (Streamline 2.0), we identified that the deliverables would need to visually communicate speed and agility as a main selling point for the consumer.
Our in-house team conceptualized the campaign's art direction with a clear goal in mind: to convey a sense of movement through static images. We employed both on-body studio and product photography, seamlessly integrating the work environment. To emphasize the Streamline Runner's enhanced speed and agility to the global Cat Footwear audience, we skillfully incorporated elements of motion and blur.
