Overview & Goals
In the fall of 2018, Cadillac was looking for a big idea that would generate buzz and coverage around the XT4, an all-new crossover launched in October. The goal was to capture attention and enthusiasm from mass audiences, as the new vehicle is situated at the entrance of the luxury market, representing a new space and customer target for the brand.
Though Cadillac would support through paid initiatives, the brand was NOT looking to create a traditional commercial or overt advertisement. Instead, they wanted to push boundaries and spark conversation, creating a truly shareable piece of work...