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 Americaâs place in the global sport, and less than a year to build a car, the odds arenât in their favor.
But our countryâs most ambitious leaps of faith didnât start by asking for permission. Even when the mountain appears too tall, the finish line looks impossibly far away, or the task seems too âhardâ, we choose to go.
Featuring an excerpt from John F. Kennedyâs âWe Choose To Goâ speech delivered at Rice University; Additional audio courtesy of NASAâs 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 Super Bowl launch, we revealed the brand new Cadillac livery to the world, in the middle of Times Square, for thousands of freezing F1 fans.
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.
Much more soon.
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Lots coming soon!
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Agency: Beto Fernandez, Mina Mikhael, Thiago Avellar De Carvalho, Dupree Bostic, Lucas Kelly, Ross Weaver, Lewi Yonas, Alison Hill, Tammy Lecker, Lizzie Haberman, Meghan Mahoney, Becca Anton, Zach Brown, Rylan McBride, Donell Newkirk Jr., Corey Easley, and many more
Partners: Sam Pilling, Dav Karbassioun, Nick Fuller, Pat Scola, Paul Hardcastle, Tony LaRocca, Ines Gowland, Untold Studios VFX, Mikey Pehanich, Aaron Reynolds, and many more.