After 15 years, Cadillac’s growth and brand relevance were flatlining. Cadillac needed to leverage “dare / 敢” in a new IMC (social, experiential, broadcast, OOH, PR, etc.) to win fans, modernize the brand, and inspire dealers and owners.

We partnered with Chinese American Eileen Gu, the world-record-breaking free skier and fashion model, in an IMC that refreshed the American automaker’s brand perception as they launched their first EV product.

I led design of the campaign architecture across touchpoints and ATL film production. We were incredibly fortunate that Eileen Gu took home two golds and one silver at the 2022 BJ Olympics, given us the “golden” opportunity to amplify Cadillac’s new star, winning us a once-in-a-lifetime spike in brand relevance and affinity.