CATerpillar x Riley Green

The Ask: Caterpillar had a longstanding brand partnership with Riley Green—but the content wasn’t connecting. The brand wanted to make better use of his voice and visibility.
The Idea: Make Riley relatable. Less “brand spokesperson,” more “guy you’d work next to on a jobsite.”
What We Made: A four-part video series built around Riley’s story—his roots, his family, his work ethic. We showed the parts of him that overlap with the CAT audience, not just the fame. The series ran on CAT channels and Riley’s own, reaching fans who don’t usually follow construction brands.
Why It Worked: It felt honest. It didn’t push product. And it made Riley look like one of them—not just someone selling to them.
Extras: We paired the videos with coordinated partner posts, image galleries, and stories across Riley’s social accounts—extending the reach and giving fans more ways to engage.

Role: Creative Direction, Concepting, Writing, On-Set Direction, Content Capture, Production Oversight