Cadillac entered Formula 1 in a race against time. Rivals had decades of head start, doubts shadowed America’s place on the grid, and less than a year remained to build a competitive car.

Super Bowl weekend was our launchpad. Set to President John F. Kennedy’s “We choose to go to the moon” speech, the film framed Cadillac F1’s arrival as America’s next great mission.

 

Around it, we built a full visual system: pre-reveal livery assets, hero stills, OOH, print, and e-commerce photography.

 

As the spot aired, the new livery was unveiled in live activation in Times Square before thousands of fans, turning a media moment into a physical spectacle.

 

Hours later, the car hit the track in Bahrain for the first time. In partnership with Apple’s Shot on iPhone team, we captured the inaugural test drive entirely on iPhone 17 Pro.