On August 9, 2023, Cadillac redefined luxury EV launches by staging the largest-ever automotive takeover of Times Square.
Donning 130,000 sq ft across 33 synchronized digital displays, the campaign transformed the iconic plaza into a massive, immersive canvas celebrating the launch of the electric Escalade IQ.
As Creative Lead, I helped shape the immersive narrative that made the world stop in its tracks and delivered electric results.
Escalade’s bold transition into the electric era demanded visibility and cultural gravitas—especially in a crowded EV market. Traditional auto topics tend to merge into the noise.
We needed a singular event that would reposition luxury EVs as instantly iconic, and make Escalade IQ the story in the world’s most recognizable intersection.
We transformed Times Square into a seamlessly synchronized digital canvas, weaving a cinematic “evolution of the wheel” narrative—younger audiences rolling from stone tools to Mars rovers, culminating in the sleek Escalade IQ.
The campaign delivered a powerful cultural moment that firmly established the Escalade IQ as Cadillac’s electric flagship.
The Times Square takeover generated significant earned media coverage, including a feature in the New York Post naming it the largest automotive digital takeover in Times Square history.
The launch successfully elevated Cadillac’s reputation as a luxury EV leader while turning a product reveal into an unforgettable public spectacle.