For over 100 years, Cadillac has sat at the forefront of the luxury car market. More recently, however, the company became focused on a new statistic: the average age of a Cadillac buyer is 59.

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In an effort to connect with a younger generation of consumers, Cadillac launched #CreativelyDriven – a campaign focused on spotlighting artists and creators through original content and unique experiences. Participants were taken to the studios of a selected group of artists and given an inside glimpse into their process and techniques. For those not in attendance, we captured and created a suite of digital and physical assets to showcase their pioneering and unique stories to a global audience.