CADILLAC CT6
TV, social, experiential, OOH, print, partnerships, sponsorships
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The world of luxury has changed and Cadillac needed to appeal to the new breed of young, urban entrepreneurs. So ‘Dare Greatly’ was born - it combined the entrepreneurial, daring spirit of Silicon Valley with the gritty, fashionable cool of downtown New York.
After working on the pitch at Publicis London, I joined the New York office to help run the account and bring ‘Dare Greatly’ to life. We launched new vehicles, built a content platform, made waves at the Oscars, put our cars in blockbusters, fashion mags and catwalks, and made retail ads look luxe. Here’s a looong case study if you can be bothered to watch. And below is just a small selection of the work.
The work
The first vehicle to be launched under the new platform was the Cadillac CT6. After a series of teasers on TV, social and the press, America got its full glimpse of the new sedan during the Oscars.
“FORWARD”
60’’
As the lead CD / Art Director I was also responsible for the visual output across all channels and created hundreds of pieces of work - from imagery for ads, websites and catalogues - to graphics, films & CG for car shows, events, and social.
I worked with the in-house team, partner agencies, influencers and publishers to provide oversight and maintain visual consistency.
