Challenge
General Motors (GM) unveiled the Cadillac LYRIQ, an all-electric vehicle capable of receiving software updates remotely. They enlisted our help to market a new software update from OnStar dubbed “Velocity.” This update promises to make the car accelerate faster and have more power.
Solution
Our task was to create a 30-second video, webpage and posters that would get LYRIQ fans excited about going faster. Our goal was also to make more people aware of OnStar, the company behind this new car tech. We used their 2023 rebrand campaign to help achieve this.
Video
I wrote a catchy script for our 30-second video and worked with my Art Director partner, Creative Directors and our production team to bring the storyboard to life.
Storyboard
Before production, we made a storyboard, script, and gathered existing assets for reference.
Promotional poster
Here’s the announcement poster we created for dealer showrooms to get Cadillac LYRIQ shoppers excited about the Velocity upgrade.
Landing page
We also created a product page for visitors to discover the fun and power Velocity brings to their LYRIQ driving experience.
Brand archetype
Since OnStar is the tech-ingredient brand for General Motors, I used the Sage/Guru Brand Archetype to bring a confident, reassuring, and helpful tone to his project. When people see this campaign, they feel:
- Ready to experience Velocity.
- Excited.
- Informed.
Credits
Agency: Campbell Ewald
Creative Directors: Megan Anton, Jess Bush
Copywriter: Bianca Heath
Art Director: Thomas Spoto
Production House: Cutters Studios
Video Editor: Patrick Duffy
