SPOKE’s long-term partner WesTrac marked a major milestone in 2025, as the leading machines and equipment dealer celebrated Caterpillar®’s 100-year anniversary.
From early breakthroughs to today’s cutting-edge equipment, Caterpillar has been at the forefront of powering progress, driving growth, and supporting communities since the first Cat machines rolled onto Australian shores in 1929.
The brief was simple. Bring this story to life in a captivating video celebrating a century of engineering excellence, showcasing the machines, people and milestones that have shaped the mining, construction, and agriculture industries across Australia.
SPOKE worked closely with WesTrac across eight days of filming, five in regional New South Wales and three in Western Australia, capturing extensive footage from construction and mining sites as well as multiple WesTrac branches.
Our team conducted nine interviews with WesTrac executives and customers, spending hours documenting live operations, iconic machinery and the people behind the brand’s enduring legacy.
Once filming wrapped, our editing team carefully threaded each interviewee’s perspective into a compelling narrative reflecting both the history and future of Caterpillar® and WesTrac in Australia.
The final video was showcased at centennial events hosted by WesTrac across the country, as well as broadcast on social media platforms.
Digital Lead Will Stanway said SPOKE’s creative storytelling and high-quality video production brought this monumental milestone to life.
“In an era where digital connection dominates, video productions can help turn company milestones into compelling stories that build connection,” Will explained.
“By visualising Caterpillar and WesTrac’s journey, our team showed what has been achieved over the past century, how these brands have been defined, and more importantly, why it matters.
“Video productions are an essential tool for any business, and partnering with digital experts can ensure your story connects to the audiences that matter most.”