A brand that was deemed the Standard of the World, and Cadillac is once again setting the standard. Being part of this historical CELESTIQ launch, I was able to make an impact from vehicle branding, photography retouching, to the high-profiled reveal event.

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Bespoke Elegance, Redefined. The Launch of CELESTIQ is one of the most historical launch in Cadillac’s recent years. Not only was it the second EV vehicle launched by Cadillac, but it also marked the first fully built by hand and tailor-made vehicle. Marking CELESTIQ as one of the most important launches in the 120 year history.

To start off on the right tracks, CELESTIQ needed a unique positioning in the Cadillac lineup. Working closely with the clients, I have created the CELESTIQ Brand Book – an internal facing tool for vendors and partners to fully understand this one-of-a-kind vehicle's branding. The Brand book goes into details on strategy, look and feel, and experiential design.

Building on top of the existing Cadillac new visual identity, CELESTIQ looks to take it to another level of inspirational awe. Having build the brand book, I was also involved in creative directing of the launch images that was released to the public. In the retouching phase I had to focus both on the overall look to detail touches, the team was able to successfully finish a set CELESTIQ images of practically shot and CGI images that captured the world’s attention.

To announce the new CELESTIQ to the target audience, a large effort was spent to plan the event. I was involved in creative directing the exhibition space from placements of product instillations to interior design of the space. The goal was to create an unforgettable experience that isn’t about selling another car, but being able to own a vehicle that truly represents each individual. Having an interactive space called Art of You, we were able to incorporate live AI of real-time responses to generate what is the best fitting CELESTIQ for each guest, leaving a lasting impression.

project details

Above project(s) was done for Cadillac and Leo Burnett. All rights reserved by Cadillac and Leo Burnett. Documents and images on this page are created for viewing purposes only, any distribution, forwarding, copying is strictly prohibited.