CADILLAC XT5
TV, social, experiential, OOH, print, partnerships, sponsorships
background
The Cadillac XT5 was the second major vehicle released under Dare Greatly. Instead of going with the industry's standard approach for SUVs - showing the many different ways a family can use it - we were tasked with appealing to the mindset of driven, style-conscious individuals who are always seeking new opportunities (read: more style, less substance).
The work
As part of Cadillac’s partnership with streetwear designers Public House, we created lots of short and long form content around the launch (which included revealing the vehicle during a pre-fall collection show inspired by the XT5). Below’s a teaser for the mini-doco around the journey. And if you wanna see the long version, here’s a link to the whole thing, you weirdo!
"Parallels by Design"
15”
We’re here in Dubai with @Cadillac to reveal the #XT5 and our Pre-Fall Collection on 11.9.15. #CADILLACxPSNY pic.twitter.com/Mg6gB4rV7u
— Public School (@PublicSchoolNYC) November 9, 2015
Cadillac and @PublicSchoolNYC define a concept's shape through clay modeling and muslin draping. #CADILLACxPSNY pic.twitter.com/8gpd0HIAR9
— Cadillac (@Cadillac) November 1, 2015
Prior to launch, I worked with fashion photographer Phil Poynter to create a suite of still and moving imagery that would define the look of the campaign and be used across everything from print, OOH, auto shows, social, pre-rolls, partnerships and everything in between.
