The Brief: Launch the first-ever Cadillac XT4. And in the process, kick start an antiquated brand back into the powerhouse it used to be.

The Insight: Luxury today is not simply about the things you have or ostentatious displays of wealth. In the day and age of Instagram, new luxe means having the most amazing experiences and showing them off to the world (and especially your friends suffering from FOMO.

The Solution: Cadillac US came up with the idea that when it comes to the XT4, driving is wonderful again. And through a TV campaign they showcased this idea by showing all of these surreal things happen the moment you pushed the start button on your XT4. We took that idea into the physical space and created an XT4 that was entirely interactive and touch responsive. Place your hand on the hood and a beautiful explosion of power lit up the 9 foot screen in front of you. Put your foot on the gas and suddenly you’re driving through a light tunnel at warp speed.

My Role: Creative Director (art)