Digital fly-posting, that’s what Fibre created with its CD-ROM for CC2000, Caterpillar’s premium clothing line. Launched in 2000, the CD was only expected to provide straightforward press information. But Fibre interpreted Caterpillar’s urban image with its heavy reliance on poster campaigns and postered over people’s desktops. Whatever program happened to be open, Word, Excel or Netscape…, the CD’s images appeared over it, covering it with on-screen flyers.

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The pitch meeting went so well, Fibre never got the job. Not something you’d usually advertise, but Diesel so loved the navigation Fibre presented, they decided to turn
it into a digital art project cum promo piece.

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