Cadillac is promoting its new luxury EV, the Celestiq, with a campaign that features Lenny Kravitz, digital design and an immersive, AI-powered reveal event.
The brand worked with Leo Burnett and production company Mssng Peces on the campaign, which is centered around an AI-driven live interactive art installation called the “Art of You." The launch effort also includes a longform film, directed by Mssng Peces director JJ Augustavo, featuring Lenny Kravitz, following the singer as he designs his own Celestiq with Cadillac's design team in Detroit.
Designed and developed by Mssng Peces Executive Creative Director Mike Woods, the campaign debuted at a reveal event in LA, with a mirrored web-based experience for global virtual attendees. “Art of You” mixes optical illusion and immersive art in an effort to reflect the highly customizable and adaptive nature of designing a Celestiq.
At the reveal event, visitors walk into a private space with a 20 X 20 ft. LED wall, where they are greeted by Regina King’s voice posing questions. Each answer evokes unique responses resulting in an art display playing out on the wallt. The final result is a wall-sized piece of original art, with a custom configured digital Celestiq integrated into the art piece directly in front of the guest. Framestore created the fully real time art generator using next-generation filmmaking technology including Epic Games’ Unreal Engine 5