CREATIVE LEAD | CREATIVE DIRECTION | SHOW DIRECTOR
ConExpo, the largest construction show in North America, takes place every three years. Caterpillar had a strong desire to create a captivating atmosphere for ConExpo '23. Drawing inspiration from this notion, we crafted a show theme centered around the concept of "Ready to Roll." With a rock and roll vibe at its core, the overall look and feel of the event exuded a raw energy that permeated everything, from pre-show preparations to the main event and even beyond. This undertaking was immense, as my creative team was involved in virtually every aspect of the show's production. Our responsibilities encompassed a wide range of tasks, including the creation of video assets and motion media, the development of large format graphic elements, the design of interactive displays for various Caterpillar business units, the organization of engaging giveaway experiences, the orchestration of celebrity crowd engagement events, and the coordination of the finals event for Cat's Global Operator Challenge.