Although LiuGong had built a solid network for delivering their construction equipment in Mexico, they were still relatively unknown. Especially compared to brands like Cat and Deere. To show people they’d already been building a better Mexico for years, we created a visual amalgamation of all the things their machines helped produce in the country. We then topped it off with a gutsy line using Mexican slang that means “Our machinery works good as hell.”

Chief Creative Officer: Mike Fredrick
Creative Director/Copywriter: Jeff Ericksen
Copywriter: Marta de León
Senior Designer: Robert Knuth
Editor: Olivia Gilbert
Digital Artist: Jorge Peña
Production Company: JP1985