Helping Cadillac reclaim its throne as the automotive leader in luxury and performance.
Role: Associate Creative Director / Art Direction / UI Design
For years Cadillac had been left in the shadows—a tiered, sluggish image of what it once was: "The Standard of Luxury and Class." Armed with a new fleet of modern and powerfully designed vehicles, BBH and Digitas partnered to create "The Mark of Leadership" campaign. It would push Cadillac to be audacious and once again regain its rightful throne as an automotive leader and the standard for luxury. The campaign aimed to recharge the classic Cadillac logo as the DNA of the brand. It became a reminder that American design and engineering is still a force to be reckoned with.
Cadillac needed to make sure that every extension of their new brand captured what it's like to drive one of their cars. I shared a video of a Karate martial artist doing Kata with our development team. It was the perfect combination of precision and explosive energy.
Watch the website design and animation video-prototype below: