Summer Lights
role
Freelance Senior Art Director
Project/CLIent
Cadillac “Summer Lights” Summer Retail Campaign 2019
services
Concept Ideation
Art Direction
Design
There’s something romantic about the summer nights…
Visual direction
Our creative aimed to capture the radiant energy of summer nights… when darkness has set in but the temperature is still warm enough to enjoy the outdoors. From fireflies to fireworks, amusement park lights to sparklers…Summer nights are illuminated with an active energy that we always look forward to and don’t want to let slip away.
We used fleeting montages of such moments to evoke that ephemeral feeling, while using the car’s striking headlights to flood the scene.
the concept
In this campaign, we show off the line of Cadillac vehicles (and their striking headlights) in that romantic summer night light, and encourage people to check them out in person at the Made to Move sales event.
Storyboards
print execution
Agency
Rokkan (Razorfish)
creative team
Freelance Senior Art Director
Marielle Malamud
Freelance Senior Copywriter
Scott Barrows
ECD
Alex Lea
GCD
Bill Carlson
Director
Rob Chiu