Cadillac

ART OF YOU

The Cadillac CELESTIQ is the first ultra-luxury Cadillac entirely bespoke to its owner. To launch this vehicle, we created a global AI art experience that was entirely bespoke to its creator. As a fully integrated, ultra-luxury car launch across film, event design, keynote and livestream, anchored by a groundbreaking AI-driven experiential installation and website, the Art of You campaign was a global declaration that Cadillac was back as the world-standard of luxury.

The AI experience

We created an AI-powered interactive exhibit. One by one, VIP guests were led into one of two massive, pitch black chambers where they interacted with a massive 20x20 foot monolith screen. An AI chatbot, voiced by Regina King, asked the guest a series of questions about their opinions on luxury, design aesthetic and the source of inspiration and their answers were reflected in brilliant abstract generative art. As a finale, after ingesting the guests personality information the AI delivered in real-time a fully customized CELESTIQ render to accompany the guests art.

Online & Mobile Experience

We created a hub so global users could create and share their artwork. Visit The Site

The Reveal Event / Lenny Kravitz

To reveal the new standard in automotive luxury, we crafted an event for 250 VIP guests where every detail was considered. We took over Milk Studios LA to create a fully bespoke event, complete with everything from gorgeous food and custom painted chocolates, to a fully designed salon and gallery dedicated to every detail of Celestiq’s design and engineering, to a livestreamed 30-minute keynote featuring GM CEO Mary Barra and rock and design legend Lenny Kravitz and a custom light and laser show that revealed the vehicle to the world.

CREDITS

ECD: Craig Crawford
Creative Director / Art: Steve Kerry
Creative Director / Copy: Harry Kniznik
Senior Producer: Jacob Kiehle
VP Executive Producer: Stu Moutrie
AD/Designer: Emily Johnson
Digital Writer: Chrissy Deem
Vendors: M ss ng P eces & Framestore