Cadillac XT4: Behind the Scenes
Role: Associate Creative Director
When Cadillac launched its newest crossover vehicle, the XT4, they gave their young team of designers one directive: “Go design the car you would like to drive.” In many ways, the team at MRM//McCann Detroit interpreted the Cadillac missive into “Go design a campaign you would like to see.” And that’s just the beginning of how this behind the scenes campaign helped introduce this exciting, dynamic vehicle to the marketplace.
We developed un-scripted, documentary, behind-the-scenes video content, featuring the young Cadillac design and engineering teams that developed the XT4. It uncovered a universal story to which we can all aspire—the story of designers, their inspiration and the sheer magic that comes from the collaboration of the right group of people at the right moment in time. In the end, “It’s By Design” became a well-crafted narrative that highlighted the humanity of automotive design, captivating our audience.
Meet the Designers
Exterior/Performance
Interior
Email
We created emails that were sent to hand raisers who expressed interest in learning more about the XT4. The topics corresponded with each video — Meet the Designers, Exterior + Performance, and Interior. A :20s cut of each video was embedded at the top of the email with a CTA to watch the full cut.
Site
Photography
