WHO I AM

With women representing less than 5% of welders in the U.S., Caterpillar recognizes the need to break industry norms and inspire change. Our recruitment video campaign was designed to challenge traditional perceptions of the welding profession while highlighting Caterpillar’s commitment to workforce diversity.

By weaving in unexpected visuals and narrative twists, the campaign disrupts outdated stereotypes and sparks curiosity, leaving a lasting impression on viewers.

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The story features a highly skilled welder, whose identity is revealed only after showcasing her craftsmanship and expertise. This deliberate storytelling choice engages audiences, subverts expectations, and reinforces Caterpillar’s commitment to gender diversity and inclusion.

The video underscores how Caterpillar creates pathways for women to excel in roles historically dominated by men by showcasing mentorship programs, skills training, and an inclusive company culture that empowers women to thrive.

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By blending impactful visuals with meaningful messaging, this campaign highlights how cinematic storytelling from a leading video production company can encourage women to explore careers in welding and beyond, positioning Caterpillar as a leader in workforce diversity and employer branding. It sends a clear message: Caterpillar is committed to breaking industry norms and creating opportunities for everyone to succeed.

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