CADILLAC DIGITAL BROCHURE

A digital catalogue showcasing key features of vehicle models for 2020 and beyond.

CADILLAC DECIDED THAT IT WAS A TIME TO MOVE FROM A TRADITIONAL PAPER CATALOGUE TO AN ONLINE CATALOGUE. THIS IS A PLACE WHERE USERS CAN LEARN ABOUT CADILLAC’S ENTIRE VEHICLE OFFERINGS THROUGH INTERACTION AND STORYTELLING.

What is a digital brochures’ role? Cadillac has been in luxury automotive space for a over a century. While the company is moving forward to become a technology first luxury brand, the marketing collaterals and dealership experience remained to be a passive experience. In response, our team created immersive experience where users can interact with key vehicle features with a narrative associated with brand pillars.

With this new platform, consumers are able to engage with the new vehicle model prior to a dealership visit. In addition, consumer can share the car that she created with friends and family to help make a final purchase decision.

The platform will serve as an important channel for Cadiillac to reach and acquire new audiences. Moreover, the channel will evolve and grow to become an important branding collateral to help build intimacy with conusmers.

SELECT YOUR VEHICLE

Choose a vehicle to start the experience.

VEHICLE OPENING SEQUENCE

An intro animation to reveal selected vehicle model.

CHOOSE YOUR COLOR

Selected exterior color would carry on thorough out the experience. You can change color at any given point by accessing menu.

INTERSTITIAL

Digital Brochure is broken down into chapters. This is interstitial screen before diving into each chapters.

TAKE A LOOK INSIDE

Swipe up, down and sideways to take a look inside the Cadillac.

SEE THE FINE DETAILS

Tap the magnifying glass to zoom in and see the craftmanship that went into building a Cadillac.

SEE THE DIFFERENCE

Cadillac comes with handful options. See the difference to decide what's best for you.

UNIQUE SELLING POINTS

Each vehicle comes with its unique selling points. For SUV, it would be the big room. For sedan, it would be performance features.

Users can jump to desired chapters at any given point by accessing menu. In addition, users can change the interior and exterior color that is reflected through out the experience.

SUMMARY PAGE

At the end of experience, user can check out the vehicle they configured through out the experience and sign up for test drive. In addition, consumer can share the car that she created with friends and family to help make a final purchase decision.

RETROSPECTIVE

The project was well received by the client and CMO of Cadillac was very happy with the inital launch. It was revealed during the Cadillac immersion conference.

The project was conceived in July of 2019 at Rokkan but Cadillac switched its agency of record to Leo Burnett Detroit in December of 2019. At the time of switch, Leo Burnett didn't have a creative team set up to continue on the digital brochure so they hired me as a creative lead to finish the loop for 2020 and onboard several new team members to the project. My contract ended in late March of 2020 and successfully delivered all the materials for Leo Burnett to continue on.

Although, the final outcome is bit different from my initial vision, I enjoyed working on this project because this is a project that would impact the business of the iconic brand in a tremendous way.

ROLE: CREATIVE LEAD, UX, UI

TEAM: WONJUN SONG, KEVIN KEEHN, AUDREY KIRKLAND, REBECCA HOLLIS SMITH, VINCENT AU, AUSTIN MUNCY, SCOTT DURDAY, JONATHAN LIANG