It’s time to let go

Letting go of the wheel for the first time is a moment Super Cruise drivers remember. An initial hesitation leads to a liberating sensation, which results in such a trust in the technology that more than 85% of Super Cruise drivers say they would prefer their next vehicle to be equipped with the hands-free feature. We will capture genuine reactions of celebrities and influencers as they experience the hands-free technology for the first time in the All-New 2021 Escalade – watching their curiosity turn into freedom as they take their hands off the wheel, let the vehicle handle a curve in the road and try the Lane-Change-on-Demand functionality.

The Ask: Leverage the Cadillac brand to tell the Super Cruise story in a new way
Use: Social Media, Website, Internal GM and Youtube
Role: Art Direction + On-set

HERO LAUNCH VIDEO

SOCIAL SUPPORT

Executive Creative Director: Iain Lanivich
Group Creative Director: Tony Kause
Senior Art Director: Kirby
Senior Copywriter: Tommy Simon
Producer: Chris Coole
Production: Harvest
Director: Elizabeth Banks