Client: Cadillac Formula 1 | Agency: Translation | Role: Executive Creative Director

Cadillac is entering Formula 1 in a race against time.

With a league of opponents decades ahead, fans unsure of America’s place in the global sport, and less than a year to build a car, the odds aren’t in their favor.

But our country’s most ambitious leaps of faith didn’t start by asking for permission. Even when the mountain appears too tall, the finish line looks impossibly far away, or the task seems too “hard”, we choose to go.

Featuring an excerpt from John F. Kennedy’s “We Choose To Go” speech delivered at Rice University; Additional audio courtesy of NASA’s Apollo 11 Mission Control Archives; Original score by Oscar-nominee Max Richter.

Livery pre-reveal and launch stills, Out-of-home, print, and e-commerce photography were all captured by the incredible Alexis Belhumeur.

 

In tandem with our Big Game launch, we revealed the brand new Cadillac livery to the world, in the middle of Times Square, for thousands of freezing F1 fans (temperatures in New York City were colder than the North Pole on Super Bowl Sunday).

Hours later, the car showed up in Bahrain and was racing on the track for the first time ever. We worked with the Shot On iPhone team at Apple to document the full test drive through the lens of an iPhone 17 Pro.

You can see (some of) how we pulled off movie magic in a beautiful BTS film captured by our internal content creators.

The results broke all Formula 1 benchmarks for a livery reveal and immediately set a new standard for how teams will show up on the grid for years to come.

EARNED MEDIA

  • 1.15 Billion Impressions (2x more than closest competitor)

  • 62 Unique Pieces of media coverage (2x more than closest competitor)

DRIVING ENGAGEMENT

SOCIAL STANDOUTS

  • Cadillac F1 is growing followers 2-9x FASTER than all other teams

  • Super Bowl Livery Reveal Film has ~3x more views per follower than any other team

 
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