Feel your Client

With years of work­ing with a lot of clients and con­cepts a cre­ative art per­son can devel­op some­thing sim­i­lar to a “sixth” sense about a client or a project.

I noticed my “sixth sense” when I pre­pared a press adver­tise­ment cam­paign for ELTRAK — the sales rep­re­sen­ta­tive of Cater­pil­lar for Bulgaria.

It had to be an image cam­paign and as a Cre­ative Direc­tor, I had the respon­si­bil­i­ty to cre­ate and visu­al­ize its concept.

I knew that CAT machines are very pow­er­ful and reli­able and they are used world­wide, so I start­ed think­ing where to put CAT? What place would be appro­pri­ate as a stage of the adverts, what would be the nat­ur­al habi­tat of these giants?

Then, in a moment of inspi­ra­tion an idea came to my mind — why not put CAT machines on the Moon? The CEO of the agency embraced the idea and I cre­at­ed sev­er­al press pages:


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Con­quer your dreams

When we pitched the idea to ELTRAK they were pleased and sur­prised. ‘Very impres­sive!’ they said. ‘Did you know that CAT actu­al­ly aims to the moon?!’

Then we under­stood that CAT in part­ner­ship with NASA devel­ops auto­mat­ed machines for Moon min­ing oper­a­tions. Here is an arti­cle about this part­ner­ship that I found late­ly on the web.

These CAT Moon adverts won a sec­ond place in the Edin­burgh adver­tis­ing agen­cies fair in 2009.


The client accept­ed the MOON con­cept and we decid­ed to use it as an advert in lifestyle men mag­a­zines. For the sec­tor ori­ent­ed mag­a­zines and news­pa­pers I pre­pared more con­ven­tion­al adverts:




Trust. Flex­i­bil­i­ty. Pow­er. Eltrak.

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