CAT Icon AW21

CAT footwear is part of the iconic Caterpillar brand, a watchword for high-performing and hard-wearing equipment and apparel for generations. Following a successful collaboration on the CAT streetwear campaigns for 3 years, Grotesk was tasked with creating a campaign to revitalise the core range of iconic CAT boots.




We developed a strong campaign strategy - Building an Icon. With a goal to elevate the pedigree and heritage of the CAT brand. Drawing a renewed connection between their hardwearing workwear beginnings and the highstreet.

CAT Icon AW21


We undertook a location shoot in a working quarry, using urban workwear styling to draw models from city to industry. The executions were created over OOH, digital and social. As well as formatted for in-store use.