An awareness campaign that needed to take a brand that sees itself as fashion adjacent and help it talk finance.
In 2022 Cadillac Financial was in the works to launch in eight months. Our internal marketing team was tasked with creating content that met the expectations of the Cadillac luxury brand identity. Our in-house multimedia team was tasked with photography and video assets.
As the Creative Director of Multimedia I was responsible for adapting the visual vocabulary of Cadillac to include the customer experience while keeping it inline with Cadillac’s focus on product.
Through discovery meetings with Cadillac’s team at Leo Burnett, and research with our Cadillac customers, we adapted the ID into the finance story.
Six months and three shoots later we had the base imagery and footage at launch.
Phrases from finance stakeholders like “Experience Concierge Service” and goals related to service, had to be elevated. Working with Cadillac and our copywriters we found a line of phrases like “Cadillac Empowered Resolutions.“
CMO: Can our brand be funny? Me: Yes. - Writer, Director
How to use an interview clip in marketing during a pandemic? One word, Dinosaurs .
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