Background
Cadillac was looking to target first-generation Latinos who have “made it,” so to speak, with a bold campaign that appealed to their more assertive nature. Like Cadillac, the target boasted a unique style that could never be mistaken for being anything but true to themselves. This idea became the core of the campaign, visually illustrated with a photographic treatment previously unseen in automotive print advertising. Aggressive copy rounded out a campaign as unmistakable as the target market and the brand itself.

My Role
Created concept, copy and visual direction for the campaign.