Escalade Maker Series
CD: Colleen Hill / ACD: Darren Cutlip & Caitlin Pasqualone / AD: Tia Perry / CW: Nikki Dujardin
The biggest celeb on the red carpet in February 2020 wasn’t what you’d expect. Cadillac revealed the Next Generation 2021 Escalade alongside celebrities of the highest caliber at the Oscars. It’s been one of the brand’s most iconic vehicles – easily transcending into pop culture status. But there was one problem: the vehicle wouldn’t be available until months later. So how do you keep potential customers excited and engaged throughout the long lead time?
MRM Detroit rose to the challenge with Escalade Makers Series, a cadence of 6 emails that tell the exclusive, behind-the-scenes story of the 2021 Escalade with an emphasis on human-focused innovation and obsessive design. The campaign was brought to life with a beautiful photo/video shoot that made the designers and engineers feel like celebs while capturing behind-the-scenes content that the handraiser audience could find nowhere else.
Glambots
We gave our Makers red-carpet treatment with a glambot shoot—a high-speed camera attached to a robotic arm, typically reserved for the Oscars or Grammys, that produces stunning slo-mo footage. Videos of each maker were embedded into the masthead of each email and a compilation video was featured at the top of the Escalade Makers Series landing page.
A personal touch
Handwritten quotes from the makers added a personal touch throughout the emails and landing page.
Reading handwritten text activates different parts of the brain and can boost recall and memorability.
An Escalade for Everyone
Personas were created to showcase the wide range of color and trim options available.
CT4: Captivating Energy
CD: Colleen Hill / ACD: Darren Cutlip & Caitlin Pasqualone / Sr. CW: Rhiannon Decker / AD: Tom Speedwell + Stefanie Schmitz
The CT4 is a stunning reflection of the incredible makers who brought it to life. While this vehicle is usually paired with its sister, the CT5, we wanted to treat it as its own machine and really shine a light on all of the features that make it truly unique. Using simple mirrors and lighting effects, this behind-the-scenes approach created an editorial feel with deep-dives into the content that any Cadillac enthusiast would appreciate.
CT5: Minds & Machine
CD: Colleen Hill / ACD: Darren Cutlip & Caitlin Pasqualone / CW: Nikki DuJardin / AD: Tia Perry
In this case, circumstance was the mother of invention. Without a vehicle to shoot, we had to get creative with our approach to the behind-the-scenes content for the launch of the CT5. So, we gladly turned our lens on the people who made it, putting them in the spotlight for an energetic portrait shoot that captured their essence while they told stories of their CT5 trials and triumphs.
Cadillac XT4
CD: Colleen Hill / ACD: Darren Cutlip & Michelle Haska
Sr. AD: Andrew Kozinski / CW: Travis Grand
When Cadillac conceived the XT4, they gathered the youngest team of designers ever assembled at General Motors. The overriding brief was, “Go design a crossover that you would like to buy.”
For the launch of the vehicle, we invited those same designers to tell their story in a series of videos and emails that were sent to hand raisers who expressed interest in learning more about the XT4.
