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EVERGREEN SHOOT
As the creative lead for the Cadillac Evergreen shoot, I directed a two-part global production across Vancouver and Florida to establish the brand’s visual direction. I began with a strategic deep dive into user personas, mapping spending habits and wardrobe styles to ensure authentic talent casting and precise art direction.
Beyond on-set leadership, I managed the extensive post-production phase, culling thousands of images to curate the final global asset bank. The result was a cohesive, high-level visual system that successfully aligned Cadillac’s flagship and unified long-term brand vision.
For the Cadillac Spring Retail campaign, I led an AI-integrated post-production workflow to transform existing master assets into a vibrant seasonal narrative. By using AI and VFX to generate photorealistic spring elements and custom color grading, I bypassed the need for a new multi-car shoot, significantly optimizing the production budget. This project demonstrates my ability to leverage emerging technology to deliver high-luxury creative with technical precision and maximum efficiency.
SPRING RETAIL AI EXPLORATIONS
Led creative direction for Cadillac’s Quarterly Paid Media program, transforming a high-volume asset pipeline into cohesive, story-driven campaigns across Social, Carousels, and Stories. Focused on creating a seamless visual conversation between imagery and copy by developing distinct narrative arcs for each nameplate, using existing assets in fresh, elevated, and platform-native ways to keep the brand feeling consistently relevant and refined.
QUARTERLY STATIC PAID MEDIA ASSETS
I led the creative oversight for the Cadillac Awards project, which was all about taking a long list of vehicle and brand wins and turning them into one clean, editorial story. This was a high-stakes, print-first campaign where we had to showcase major accolades like the MotorTrend SUV of the Year while staying completely dialed-in on contractual and legal requirements.I oversaw the transition from master composite images into technical layouts for full pages and spreads, ensuring everything was print-safe and met strict Hearst specifications.
Beyond the primary creative, I also managed the rollout for OOH and digital, making sure that premium 'Cadillac' look stayed consistent whether it was on a billboard or a mobile screen.
2025 CADILLAC AWARDS PRINT
VISTIQ Carousel
Curated by Cadillac Carousel
OPTIQ Carousel
OPTIQ-V Spotlight Carousel
EV Pack Carousel
Creative direction and art direction for the Cadillac VISTIQ launch carousel focused on balancing luxury storytelling with functional product highlights.Using split-image layouts and carefully sequenced imagery, the campaign showcased both the vehicle’s sculptural exterior and expansive interior, creating a cohesive visual narrative that positioned VISTIQ as a premium, style-forward luxury SUV.
My creative direction and art direction for the Curated by Cadillac CT5-V Blackwing campaign centered on the contrast between studio craftsmanship and raw performance. My visual choices—from the macro detail imagery to the sequencing and editorial composition—helped showcase Cadillac’s most exclusive customization program to date, positioning the Blackwing as both a high-performance machine and a statement of personal expression.
My creative direction for the OPTIQ social campaign focused on transforming technical specs into engaging, swipe-driven storytelling for a tech-forward audience. Through bold typography, feature-focused layouts, and premium lifestyle imagery, my visual choices helped create a more dynamic, platform-native carousel experience that drove stronger engagement while refreshing Cadillac’s social presence around the OPTIQ.
My creative direction for the OPTIQ-V social campaign focused on translating the vehicle’s high-performance specs into a cinematic, swipe-driven carousel experience. Through atmospheric imagery, bold layouts, and integrated performance storytelling, my visual choices helped position the OPTIQ-V as a true extension of the V-Series legacy while driving stronger engagement through a more optimized social execution.
My creative direction for the Cadillac EV “LOVE” campaign focused on showcasing the strength of the full electric lineup—LYRIQ, OPTIQ, VISTIQ, and ESCALADE IQ—through premium, panoramic lifestyle storytelling. By combining aspirational imagery with community-driven engagement, the campaign helped build excitement and a shared identity around Cadillac’s electrified future.
Led the creative direction for a wide range of Cadillac social carousel campaigns across VISTIQ, OPTIQ, OPTIQ-V, CT5-V Blackwing, and the EV lineup, helping turn technical product stories into visually engaging, swipe-driven social content. I focused on creating strong visual narratives through sequencing, typography, imagery, and layout design—balancing performance specs, luxury details, and lifestyle storytelling in a way that felt fresh, elevated, and platform-native. These campaigns played a key role in driving engagement while helping evolve Cadillac’s modern luxury presence across social.
CADILLAC PAID CAROUSELS
Created for Cadillac’s Q3 2025 paid social campaign, this 9:16 Meta Collection ad focused on building a cinematic, high-energy introduction to the ESCALADE IQ Sport 2 in Black Cherry. I curated and sequenced a montage of mountain driving footage to emphasize the vehicle’s scale, presence, and premium electric performance.
I oversaw the art direction and visual execution for the ESCALADE IQ Black Cherry social video series, shaping the look, pacing, and overall tone of the campaign around the vehicle’s standout paint color. My role focused on developing a more platform-native approach through atmospheric lighting, cinematic framing, and sharp editing choices that helped the content feel elevated, trend-aware, and optimized for short-form social engagement.
For the ESCALADE IQ Black Cherry campaign, I developed the creative approach and visual sequencing for a 3x3 social grid designed around the richness of the vehicle’s signature paint color. Using AI-assisted imagery and color exploration, I curated supporting visuals that tied complementary “black cherry” tones, textures, and lifestyle moments back to the vehicle itself—creating a cohesive, visually immersive grid that felt elevated, trend-aware, and optimized for social engagement.
ESCALADE IQ BLACK CHERRY
For the CT5-V Blackwing Car & Driver 10Best campaign, I led the creative execution of a fast-turnaround asset suite designed to celebrate one of the brand's most prestigious honors. This was a high-precision post-production project where I oversaw the adaptation of existing flagship video and evergreen imagery into a series of premium digital placements.