The launch of aN icon on a new stage

Working with Cadillac on the launch of the LYRIQ in Australia was an incredible opportunity to help shape the narrative of a brand entering a bold new chapter on a brand new stage.
My focus was on translating Cadillac’s vision of electric luxury and innovation into a story that resonated with the Australian market — sophisticated, progressive, and emotionally driven.
From concept development to production and post, I aimed to capture the LYRIQ’s balance of performance and elegance through cinematic visuals and refined creative direction.
The result was content that not only introduced a new vehicle but also reintroduced a legacy — reimagined for the future.

GET TO KNOW, BIG FOE!

As part of Cadillac’s launch of the LYRIQ in Australia, I had the opportunity to direct and capture a content piece featuring Francis Tiafoe during his time in Melbourne for the Australian Open.
The concept centered on presence — aligning Tiafoe’s bold energy and individuality with Cadillac’s redefined vision of electric luxury. We wanted to draw parallels between athletic excellence and design innovation, translating that synergy into a sleek, modern visual narrative.
Shot across dynamic urban and lifestyle settings, the content showcased the LYRIQ not just as a vehicle, but as a statement of style, refinement, and progression — much like Tiafoe himself.
The result was a campaign that felt effortless yet powerful, connecting sporting culture, and automotive design through storytelling and tone.

CADILLAC LYRIQ ESCAPES

The Cadillac LYRIQ Escapes series was created to introduce a new kind of storytelling for Cadillac's arrival in Australia - one that redefined the relationship between luxury, innovation, and the everyday Australian experience. The goal was to not "Australianise" the LYRIQ, but the lifestyle it enables — to move beyond the idea of a car as simply a vehicle, and instead present it as a companion that complements the rhythm, lifestyle, and individuality of modern Australia.
Through a blend of photography, videography, and graphic design, the campaign set out to showcase how the LYRIQ — an unmistakably American icon - could feel naturally at home in Australian landscapes.

Reimagining an Icon for the Australian Lifestyle

Each piece of content was designed to balance Cadillac's global sophistication with local authenticity, merging cinematic visuals with grounded, relatable moments of exploration and escape.
The creative direction focused on subtle storytelling: the quiet luxury of early morning drives, the way sunlight moves across the LYRIQ's sculpted surfaces, the calmness of the open countryside roads, and the understated beauty of open spaces. The content positioned the LYRIQ not as a distant symbol of aspiration, but as an effortless extension of the lifestyle - one that invites discovery, reflection, and freedom.
Every creative choice - from framing and motion to tone and texture - aimed to evoke an emotional connection between driver and environment. The visual narrative was crafted to reflect not just what the LYRIQ is, but what it feels like to live with - elegant, intelligent, and intuitively attuned to its surroundings.
The result was a campaign that celebrated the intersection of design and experience, paying tribute to Cadillac's heritage of innovation while embracing the Australian spirit of adventure. The LYRIQ Escapes series stands as a visual statement of how electric luxury can move seamlessly between worlds — from bold performance to quiet sophistication - redefining what it means to journey with purpose.
The creative direction focused on capturing the emotion and elegance of the day through both film and photography, highlighting the atmosphere, details, and meaningful interactions shared among guests. Prior to the event, a pre-entrance shoot featuring Jessie Murphy was produced, showcasing her presence and style in a way that set the tone for the experience ahead.

The visual storytelling reflected a blend of warmth and sophistication — merging lifestyle authenticity with Cadillac’s distinctive brand aesthetic. The final narrative celebrated not only the essence of motherhood but also the shared values of empowerment, design, and modern identity.

OUR VILLAGE MOTHERS DAY LUNCH

I had the opportunity to capture content for a special collaboration between Cadillac and OurVillage — a celebration of community, connection, and creativity. The event brought together a collective of inspiring women and mothers for an intimate lunch that honoured the spirit of modern motherhood and the power of shared experiences.
Set against a beautifully curated backdrop, the day blended sophistication and warmth — reflecting Cadillac’s values of timeless design and innovation while embracing the authenticity and connection that OurVillage is known for. Through thoughtful storytelling, the content aimed to encapsulate the emotion, detail, and elegance that defined the occasion.
My role spanned both video and photography, documenting the atmosphere, details, and genuine moments of connection throughout the day.

CADILLAC X OUR VILLAGE MOTHERS DAY LUNCH

The Cadillac Roadshow:

Bold Arrivals, Unforgettable Presence.

At Cadillac, we believe bold moves deserve bold presence. The Cadillac Roadshows are our way of bringing the spirit of American luxury and performance directly to Australia — city by city, street by street.
These immersive display pop-ups are designed to turn heads, spark curiosity, and connect Australians with the unmistakable design, innovation, and craftsmanship of Cadillac vehicles.
Our mission is to introduce Cadillac’s bold new chapter with the all-electric Cadillac LYRIQ to a new audience — through real-life, up-close experiences that go beyond the showroom, the Roadshows are where first impressions become lasting statements.
Cadillac is here — and this is just the beginning.

Experience Cadillac

at the Engine Yards — Where Heritage Meets Modern Energy.

The Cadillac Experience Centre project was about more than introducing a brand — it was about creating a moment. Set against the industrial charm of the Rosebery Engine Yards in Sydney, the work set out to announce Cadillac’s arrival in Australia with a bold sense of presence and sophistication. Through cinematic video, refined photography, and a purpose-built digital landing page on the Cadillac ANZ website, the goal was to bridge Cadillac’s heritage of innovation with the raw energy of its new environment. Each creative element worked together to capture attention, spark curiosity, and immerse audiences in a reimagined expression of modern luxury — one that feels right at home in the heart of Sydney.

To learn more, please follow the link below.
https://www.cadillacanz.com/au-en/locations/sydney