Complex Con x Cadillac XT4
Situation: To celebrate the launch of the all-new XT4, Cadillac sought to shed old tropes and entered a completely different world driven by the most influential youth and pop culture enthusiasts: Complex Con.
Challenge: How do we introduce the all-new XT4 to a young, affluent audience, and authentically fit into this space?
Approach: As the official automotive partner of the weekend, we enlisted top talent within the cultural space to make splash, including installation experts HFour and New York artist Othelo Gervacio to showcase the XT4 in a whole new light. Cadillac showed up in a whole new way, and fans shared their love across social - sparking massive awareness.