PROJECT: Never Stop Arriving – Cadillac Escalade x James Blake ‘Do You Ever’ First Listen
CLIENT: Cadillac, General Motors // Republic Records, UMG
AGENCY: Carat Global, All Creatures Creative
ROLE: Executive Creative Director + Director
DESCRIPTION: The ‘Never Stop Arriving’ campaign was a brand partnership designed to unveil the 2021 Cadillac lineup. This campaign was a hybrid verité fan experience, music video, live concert, and car commercial. I conceptualized and built this campaign around the idea that Cadillac is a brand synonymous with both luxury and music. In a time of social distancing, live music experiences are one of the ultimate luxuries, but anyone could have a live music experience with the AKG sound system, available only in the new Escalade.

A select group of super fans were given an opportunity for a pre-release ‘first listen’ of Grammy-award winning artist, James Blake’s latest EP on the best-in-class sound system in the new Escalade. While listening to the new EP, the music was brought to life with a surprise live performance by the artist. Beyond creative direction, I also co-directed this spot in collaboration with long-time colleague Jones Crow and served as EP, assembling and leading a crew of 80 people. Multiple other pieces of content were also created for social stories, media, and digital campaigns. The release of the campaign resulted in coverage in over 40 major press publication pickups around the world. From contract to final delivery, the entire project was completed in three weeks.
DATA: ~45million views across YouTube, social, earned and paid media. Cameras used: 5 x RED Geminis, 4 x RED Komodos, 1 x RED Helium, and 1 x Canon R5).15TB of footage, 5 videos, 2,000 images.