ABOUT

Cadillac approached Studio Black Tomato for a content strategy to launch their new XT5 crossover in the U.S. The work had to epitomise the key brand attributes of the car – sophistication, optimism and boldness whilst fitting with the Cadillac mantra of ‘dare greatly’.

To position the luxury, daring Cadillac brand at the heart of adventure and limitless possibility we created a five video series spanning 4 continents, sourcing five inspiring, bold, sophisticated, optimistic influencers to tell their stories and amplify Cadillac’s key messaging.

The campaign received so much attention that a 6th video was commissioned in November 2016 and delivered before Christmas 2016 with typical cinematic Studio Black Tomato quality and quick turnaround. Each video was paired with a bookable itinerary and editorial on blacktomato's website along with a microsite that we built specially to house the campaign.

Hafdis Jonsdottir, Fitness Entrepreneur | Iceland
Hafdis Jónsdóttir is a successful, powerful and forward-thinking businesswoman, living and working in Iceland, the jaw-dropping land of fire and ice.

Josefina Larrain Lagos, Hacienda Restorer | Mexico
Josefina is a creative, adventurous and free-spirited designer who has pioneered hacienda restoration in the Yucatan after impulsively taking a chance and following a dream.
Colin Bell, Conservationist | Botswana

Colin is a passionate, inspirational and ground-breaking wildlife conservationist. He is one of the early initiators and practitioners of the ‘Green Safari’ model, creating sustainable tourism in his native Africa in partnership with rural communities.

Raya Ani, Architect | Dubai
Raya is an award-winning, passionate architect who splits her time between Dubai and New York shaping new and ground-breaking urban environments.

Tyler Jarosz, Mountain Bike Entrepreneur | Montana
Tyler is a ruthlessly hard-working, innovative, driven entrepreneur and mountain biker from Bozeman, Montana.

Andre Mack, Sommelier | New York
André is a renowned sommelier, winemaker and author who typifies Cadillac’s mantra of daring greatly and going against the grain to achieve greatness.