Cadillac came to New York with the goal of legitimizing its presence with the creative class and fashion communities. The problem was that it had no unique voice or stake in the ground for what it stood for and brands like Mercedes had already taken the helm of Women’s Fashion.
The pivot. Focus on men. But instead of your typical influencer, partner with an unexpected muse, Nick Wooster. And something real. This was the Cadillac Man Collection by Nick Wooster. A 8 designer collection, which we distributed via Gilt, featured in a print lookbook in the Esquire September issue and celebrated with a launch party where guests got to see the styles front and center.
The collection sold out in 24 hours, achieved more than 200 million media impressions and proved to Cadillac that the Men’s platform was a viable communication path for the brand leading to a 3 year retail program based on this model.
Creative Direction: Scott Durday
Strategy: Scott Durday/Emily Shapoff
Event and Content Production: Guia Golden, Esquire, Erin Hawker, Gilt
Media Relations: Jack Barbour, Emily Shapoff
We shot Nick alongside his hero model for the Gilt Collection assets.
We brought the collection to life in a print lookbook in the Esquire September issue, featuring young New York creatives including Curtis Kulig and Brenmar.
The press was massive which hot on all of the top fashion books putting Cadillac front and center to affluent audiences who able to see the brand in a completely new light as a creative partner to the mens fashion community.