Dare Greatly
Cadillac
“Cadillac's Swanky New Sedan Makes an Oscar Appearance”
—Bloomberg
Cadillac had long been a symbol of American luxury, but its brand had begun to lose relevance with a new generation of consumers. With a redesigned vehicle lineup and new headquarters in New York, the launch of Dare Greatly marked the beginning of a bold new chapter.
At Publicis NY, I helped bring the platform to life through film, fashion partnerships, a content hub, subscription experiences, and a documentary.
Here is a sample.
—Bloomberg
Cadillac had long been a symbol of American luxury, but its brand had begun to lose relevance with a new generation of consumers. With a redesigned vehicle lineup and new headquarters in New York, the launch of Dare Greatly marked the beginning of a bold new chapter.
At Publicis NY, I helped bring the platform to life through film, fashion partnerships, a content hub, subscription experiences, and a documentary.
Here is a sample.
Forward
Cadillac CT6On the anniversary of Dare Greatly, the CT6 returned to a worldwide audience during the Academy Awards. The Oscars became the perfect stage to introduce Cadillac's flagship sedan to more than 32 million viewers.
Directed by Janusz Kaminski.
From social posts to massive digital billboards and launch events in New York (via helicopter) and Dubai, we weren’t shy about making a radical shift in Cadillac's positioning.
In addition to our efforts in traditional advertising, I was responsible for art directing and designing a new platform to host original films, interviews, long-form articles, and lifestyle content. We created a content hub that represented Cadillac’s new point of view through a curation of culture, design, and innovation.
