SOUND OF ARRIVAL

In 2021, Cadillac launched the completely redesigned Cadillac Escalade, which was a major move for the brand, considering it was their most successful and beloved vehicle.

The new Escalade debuted with an impressive 36-speaker sound system, designed by AKG. This AKG system that Cadillac was so proud of, led us down a creative path that resulted in three separate spots, with a hip hop artist that also has ties to the number 36 and AKG: RZA from Wu-Tang Clan. Not only did we create three separate spots with RZA, we also created a BTS short film that helped show the authentic connection between RZA and Cadillac.

Sound Of Arrival BTS Film with RZA

To help show the genuine connection between RZA and Cadillac, we proposed a BTS short film, which allowed us to get a bit more granular, while having RZA tell never-before-heard stories and wax poetic about the brands (Cadillac and AKG) that he’s loved for years. We teamed up with Director, Nico Poalillo, and film photographer, Joe Greer, to capture B-roll footage and 35mm film stills throughout the multi-day shoot.

IF YOU BUILD IT, THEY WILL COME

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IF YOU BUILD IT, THEY WILL COME /

THE CADILLAC GAMING CLUB

During the earliest days of the Covid lockdown, Cadillac wanted a way to engage with their audience. Since everybody was confined indoors, we proposed gaming as the way to do just that, since there was a huge boom in gaming in 2020. Additionally, we found that there was already a niche, but passionate, Cadillac audience in Forza; so we aimed to make Cadillac the first automotive brand to show up and directly engage with their audience through gaming platforms.

In 2020, we launched the Cadillac Gaming Club. This started as a zero-dollar idea, and it brought General Motors designers and marketers into the same space with their fans and customers. As the club started to gain traction, we partnered with some of the biggest Forza influencers, like AR12Gaming and others, to promote the club, give audiences a sneak-peek at upcoming plans, unlock surprise car giveaways, and host design challenges and group racing events.

Within the first month, the Cadillac Gaming Club amassed over 5k members. Social was flooded with submitted Cadillac designs and racing footage, which also brought Cadillac to the forefront in a space where they previously were overshadowed by their competitors.