An older couple walks hand-in-hand along a dirt farm path with two small dogs. A skid-steer loader and a freshly dug trench with pipe are visible beside a row of young trees under a clear blue sky.

Bill Hattan | Bobcat

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[ the problem ]

Bill Hattan was hard at work when a driver took the shoulder at 80 miles an hour and hit him. He lost both legs, but he refused to lose everything else.

This is a story about what happens after. Bill wasn't done building things, and he wouldn’t let his circumstances stand in his way. He bought land, drew up plans for a full landscape project, along with a 110-foot pond, and got to work.

Bobcat was part of Bill’s story from day one. The hand controls gave him full command of the machine. The foot grates let him mount and dismount on his own terms. For Bill, that meant freedom.

[ our solution ]

As part of our ongoing two-year campaign with Bobcat, we found Bill and knew immediately that his story belonged in this series. We traveled to Arizona, spent time with him in the field and captured what it looks like when the right equipment puts someone back in the driver's seat, literally.

The doc, social cutdowns, and stills library work hand in hand to tell an evergreen story beyond just the specs of their machines. With the customer as the centerpiece, the brand becomes a vehicle for something bigger than itself. Bill said it best: in the cab, his legs don't play a factor. He just feels free.

[ what we did ]

  • Story development & subject sourcing
  • Location shoot
  • Editing & post-production
  • Short-form social cutdowns
  • Still photography

[ stills ]

An older couple walks hand-in-hand along a dirt farm path with two small dogs. A skid-steer loader and a freshly dug trench with pipe are visible beside a row of young trees under a clear blue sky.
A person in a dark sweatshirt and cap, wearing headphones, operates a professional camera with a large lens and microphone outside a shed.
A smiling person in a cap and gray t-shirt stands beside a Bobcat skid-steer loader, talking with the operator seated inside. They are in an open dirt field under a clear sky.
Two people stand in silhouette at sunset, with one operating a video camera on a tripod in an open outdoor landscape.
A person in a cap and headphones crouches, holding a drone controller beside a small drone on the ground with vehicles in the background.
A person operates a Bobcat excavator in an open dirt field at sunset.
A man in a plaid shirt and headphones walks across a concrete patio holding a drone controller. In the background, a film crew with a tripod-mounted camera works near a house under a bright afternoon sun.
A man climbs into a white Bobcat skid-steer loader by stepping on the front bucket in an open dirt field.
No items found.

[ cutdowns ]

Silhouette of an excavator with bucket lifting dirt against a sunset with mountains in the background.Close-up of a Bobcat brand construction machine arm against a clear sky.Silhouette of excavator digging at sunset with mountains in the background.

[ next ]

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