New York – Cadillac has released a series of short films that mark a new direction for the brand.
A Series of Short Journeys marks the first time that Cadillac has ventured into narrative-based short films. Aimed at the Millennial market, the films feature colourful visuals, striking camerawork and sweeping, cinematic soundtracks.
The films explore four diverse characters through gripping narratives and highlight specific features of the brand’s XT5, CTS-V, CT6 and Escalade models. Grace depicts a businesswoman who switches on her CT6’s Bose Panaray audio system to escape from the stresses of the working day, while Ladybird highlights the Escalade’s powerful LED lights as they dramatically illuminate a film set.
‘I like to make very poppy, flashy things,’ Sam de Jong explained to Dazed Digital. ‘I like things to be less masculine, more humorous and self-deprecating. That is what I tried to do here – create anti-heroes who drive fancy cars.’
Brands are developing narrative-driven campaigns that resonate with people from a variety of creative fields to reach a broader audience. To find out more, read part 2 of our Branded Content Market.