“Shrink it and pink it.”
How do you make a rugged work boot brand like Cat Footwear relevant to women? The answer, as in so many other things, is to go back to the brand’s core values and communicate them in a new way. Our ‘aha’ moment came from thinking through how Caterpillar’s earth-moving machines create new from nothing, and how strong that same concept fits people doing amazing things in their lives.
“Earthmovers” our footwear campaign, which started with our Women’s Collection, made Cat Footwear relevant to women by empowering them to challenge the status quo. Over the next few seasons, the idea spread across the rest of our lines and became Cat Footwear’s global brand campaign.
We shot these images at FreeCandy in Bed-Stuy one morning, and it's still one of my favorite shoots.
Photography by Scott Smith / Production by Mark Dickmann / Retouching by Pixelography / Styling by Pascale Grisé / Creative Direction with Jenn Reeves
