Having grown up in Southern California—in the mecca of car culture—cars always meant something more. They were like fashion. They said who you were, what you represented. Your car identified you like your kicks, your haircut, or the people you rolled with.
And even back then, when we were just rolling around in our little Hondas, if an Escalade pulled up (sitting on 20s—back when having 20s was insane)—it was like God just drove into the room.
So this all feels full circle. Black, Brown, and Asian excellence on screen. In a Cadillac. Talking legacy. The journey of success. Brunches in Napa.
Mom, can you see us now?
Success isn’t something you celebrate alone. It means bringing your people with you—sharing the journey. That’s why this story hits. It’s not just about making it. It’s about who you bring along. It’s a shared pride.
This campaign will carry all of that. It may live in the subtext, but it’ll be there. It’ll be felt—in the way we shoot, the way we move, and the way our characters carry themselves.
That’s where we begin. From that emotional foundation, everything else follows. The richness of our characters, their emotion, their legacy—that’s what elevates this story. And in Let’s Take the Cadillac, it’s the heart of it all.
Please note that there are a number of images used here simply for illustrative or inspirational purposes.
But make no mistake, we go hard for Cadillac.
Director’s Treatment by Lorenzo de Guia
*best viewed on a computer
LET’S TAKE THE CADILLAC
We’re all on a journey. And for me, this concept is about honoring that idea at its core. That’s why we take the Cadillac. It’s not just the reward for the work we’ve put in—it’s the vehicle that transforms the journey itself into something extraordinary.
As Lemon walked us through the creative, I kept coming back to the themes of movement, acceleration, and elevation. Each of our heroes is an artist in their own way. They’ve risen in their fields, forged their paths, and brought their visions to life. That spirit should infuse every frame—our visuals, camera work, the rhythm of the edit—all of it should echo their momentum.
Confident, stylish, and forward-thinking—but more than anything, it never loses sight of the people at its core.
It lives at the intersection of humanity and design. Because this story isn’t just about a car—it’s about heart. That’s why every element—the imagery, the sound, the cut—needs to balance the beauty of Cadillac’s form with the emotional power of the people who drive it.
BOLD HUMANITY
VISUAL LANGUAGE
This campaign is about movement. Upward movement. Movement toward the future. In our lives, in our journeys—and in the way we share our success with the people we love. It’s all woven into the story, and of course, into Cadillac.
The way we bring these lush visuals to life—how we move the camera, how we build the rhythm—will carry that same ethos. But these spots aren’t about fast, frantic cuts or flashy camera tricks. They’re about the quiet thrill of luxury. Leading the pack, embracing the future. It’s about thoughtful design and human-centered experiences. It’s elegance with edge.
I love lush visuals. The imagery has to feel like something. It needs to evoke an emotion, not just show a scene.
Let’s break it down.
Running Footage
We’re not making a proper car spot if we’re not capturing beautifully choreographed footage of the OPTIQ and VISTIQ in motion. We’ll lean on the usual suspects here—arm cars and drones for clean, sweeping coverage—but with an emphasis on fluidity. Movement is everything.
Both vehicles have striking lines and that unmistakable Cadillac grille. We’ll make sure to feature those design moments prominently and with care.
I also want to play with a few hard-mounted shots—angles that feel a bit more expressive or unexpected. These will give us a sense of who’s inside the vehicle without showing them directly. A subtle, stylized nod to personality through camera POV.
Additional Running Footage
To showcase the Escalade and Lyriq in motion, we’ll capture long, uninterrupted stretches of rolling footage. We’ll lean on select locations from the campaign while scouting additional roads that offer clean, scenic visuals — from neighborhoods to open highways — with an emphasis on smooth flow and elegant composition.
We’ll avoid recognizable landmarks and instead focus on timeless backdrops that let the vehicles take center stage. The goal is to make every frame feel refined, cinematic, and uniquely Cadillac.
Interior
From the deck, we know which interior features need to shine. Among them:
Crystal Dial – Driver (Sport) Mode
Panoramic Sunroof
3rd Row Cabin Space
Super Cruise
LED Curved Screen (9K Resolution)
HD Surround Vision
We’ll use a mix of techniques here. Some interiors will be shot with the vehicle stationary—subbing in movement for precision. Others will be captured using carefully planned hard-mounts, prioritizing safety and respect for the car.
As a contingency, we’ll travel with a mobile green screen setup and grab plates where needed. If we’re running out of time or need more control in post, we’ll be covered.
Story Beats and Micro Moments
A look. A nod. A smile. These micro-moments are essential—they ground the campaign in humanity. Though small, they drive the emotional arc: joy, connection, pride, gratitude.
Capturing them is about feel, not just framing. We’ll mix handheld and controlled camera work to breathe life into these moments, giving every frame a sense of intimacy and presence.
Notes on Light and Lensing
I’m always drawn to texture—when it’s done with elegance and restraint. The references below are great examples of the kind of tactile, moody light I love for our people moments.
When it comes to glass, we’ll seek out lenses with personality. Something with character. Not clinical or sterile—these images should feel alive. Slight imperfections. Organic flares. Lenses that lean cinematic and soulful.
Tools and Team
We have trusted partners lined up for arm car and drone work—they’re top-tier and know how to move fast without sacrificing quality.
Beyond that, we’ll keep a second camera body ready for additional coverage where it makes sense. Whether it’s picking off inserts or catching a second angle during a performance beat, we’ll stay nimble and ready to capture what’s unfolding.
CASTING +
WARDROBE
I keep coming back to this idea of elegance with edge, and I think it perfectly captures the essence of our cast. These are people you want to be around. You want to hang with them, talk to them, learn what they’re about—because they’re the gatekeepers of cool. Smart, funny, humble. Fresh. Undeniable.
We’re looking for cast who aren’t just beautiful or visually interesting. They have presence. They have depth. They’ve got a story, and they know how to tell it—through a glance, a vibe, a moment on screen.
For wardrobe, I’d love to bring on one of my longtime collaborators, who’s styled Rihanna and her team for the Super Bowl, Beyoncé and her team for Cowboy Carter, and other icons. She’s always working—booked and busy—but I’m hoping we can get her or someone from her team onboard. She just has that eye. The looks she builds are always bold, thoughtful, and conversation-starting.
I know wardrobe on this campaign will be incredibly specific, especially given the level of detail in each character and setting. The visuals I’ve included here are just a starting point—mood, inspiration, feeling. I’m excited to work closely with the team to dial this in and build something special.
CHARACTER WORLD
These characters aren’t just stylish—they’re specific. These aren’t archetypes—they’re whole people. That depth shows up in every detail—from wardrobe to performance to camera. I love the baseline the team has already built for each person. Below are just some additional thoughts and character layers I see in the work.
THE HILLS
The Power Couple – OPTIQ
Male Venture Capitalist
Female Tech CEO
Power couple, no doubt. This is a long-overdue date day. They’re meeting up with friends, but also taking their time. It’s rare to get a window like this, so they’re making the most of it. For them, the OPTIQ is a symbol of opportunity and progress—it reflects who they are and where they’re going.
The Friends – VISTIQ
Female Afro-Mexican American Entertainment Exec
Female Mexican American Tech Investor
Male Puerto Rican Real Estate Mogul
The whole group are day ones. They’ve each carved out their own version of success—and now they get to share it. Maybe one of them is in from out of town, and brunch is a way to catch up. But the journey there isn’t just point A to B—it’s filled with the kind of conversation, energy, and laughs that only happen when the crew gets together.
For our Entertainment Exec, the VISTIQ is about showing up strong. She’s got presence, style, and knows who she is. And her friends are no different. They’re in their own lanes, but they all carry that same vibe—undeniable, grounded, real.
LEGACY RUNS DEEP
The Wild Bunch – VISTIQ
Male Chinese American Tech Entrepreneur
Male Vietnamese Artist / Photographer / Filmmaker
Female Filipino CMO
They’re the “work hard, play hard” crew. They’ve been tight since college in the city, and this kind of weekend ritual is how they keep it grounded. A monthly check-in that feels more like a low-key celebration.
For our tech entrepreneur, the VISTIQ is the one—it’s got the innovation, the design, the space. He’s a gearhead at heart, and this car is an extension of everything he’s about. Clean, smart, future-forward.
The Soon-To-Be Parents – OPTIQ
Korean American Couple
This couple is actually inspired by friends of mine—two incredibly creative, successful people who are now expecting their first child. They waited a bit, built their careers, and now they’re shifting into something new: legacy. Family.
They’re close with the Wild Bunch, but they’re on a slightly different rhythm. More quiet, more considered. For them, the OPTIQ isn’t just about design or tech—it’s about possibility. It represents a future they’re stepping into together.
LOCATIONS
I love the locations the creative team has chosen—it’s clear a lot of care went into every one of them. The cultural significance paired with the city’s energy, contrasted by the natural beauty of the Pacific Coast Highway and Napa Valley, gives us a dynamic, cinematic canvas to work with.
As much as possible, I want these locations to become part of the story. We’ll let the camera breathe—big, sweeping shots of our heroes driving through the world they helped shape. The environment isn’t just background—it reflects their identities, their evolution. The textures of the city, the colors, the murals—each element becomes a visual thread in the narrative.
These spaces offer more than just beauty. They’re symbolic. They speak to where our characters came from, and where they’re going. They hint at a future being built—success expanding outward, roots growing beyond the block.
For the Legacy Runs Deep script, I’d love to incorporate the Financial District—a nod to ambition, boardrooms, and claiming space on our own terms. And Chinatown. San Francisco’s Chinatown is the oldest in North America, dating back to 1848. It’s iconic for a reason—rich with history, resilience, and visual identity. There’s power in showing our characters moving through those streets with quiet confidence.
Cadillac’s fishbowl-style interior is perfect for this—we’ll use it to bring the outside in. Windows become frames. Mountains, murals, coastline—they don’t just pass by, they fill the cabin. The car becomes part of the landscape, and the landscape becomes part of the story.
PRODUCTION EXECUTION
I always come to my jobs with a collaborative spirit. I know everyone says that—but I truly mean it. I’m committed to working closely with the creative team and the client to make something we’re all proud of. Let’s make it happen—together, and at the highest level.
That said, I do want to flag a few key things as we talk through production.
First, once we’re into pre-pro, we’ll immediately engage a location scout to start locking in viable options—not just what’s in the deck, but any surrounding areas that might give us more flexibility or visual range. I want us to have a full view of what’s possible in terms of availability, lighting, and accessibility.
There’s a real matrix to work through when it comes to scheduling: We’ll need to make sure we’re hitting the best parts of the PCH and Napa Valley at the best time of day.
And we’ll also want to identify backup options that might be closer, look just as good, and save us valuable time on the clock. The less time we spend traveling, the more time we spend capturing the footage we need.
I also want to work hand-in-hand with Cadillac’s tech and features team to make sure we’re capturing every key detail of the vehicles—and doing it in the right way. Every button, curve, and innovation matters.
Finally, once awarded, I’ll jump right into shotlisting and building boards for review. I’ll break down each script and share my vision for each spot—so we’re aligned every step of the way.
HOW IT MIGHT GO DOWN
Honestly, I loved how Lemon broke the scripts down for us on the call. You can tell how much time and intention went into crafting this campaign. I want to honor that—but I’d also love to inject a few character-driven moments to add texture and rhythm. Below is how I see the :30s playing out on screen. (For the :15s, once we are moving forward, we’ll dive deeper into the featured tech to make sure each one shines.)
DESTINATION - THE HILLS
We open with a close-up of the OPTIQ’s illuminated grille as it comes to life—a pulse of light, sharp and modern. Flash cuts reveal the OPTIQ and VISTIQ cruising in unison down a city street. Reflections from the skyline roll across their bodies. Clean. Electric. They own the road.
But let’s rewind.
Bayview-Hunters Point. Outside a modern townhouse, our hero couple steps out—fresh, confident, ready to take the long way out of the city. As they approach the OPTIQ, it wakes up. He opens the door for her—there’s a rhythm to it, a familiarity. She slides in, cool and composed.
They take off. The city moves with them. He glances over—stealing a look. She’s radiant. Calm. Unshakable. He smiles and shifts into Sport Mode.
Just north of them, in the Mission District, three friends make their way through mural-covered streets. Style for days. Inside the VISTIQ, they’re vibing—music playing, selfies snapping, soaking in the moment, the city, and each other. Behind the wheel, our Afro-Mexican Entertainment Exec drives with ease. She and the car are a perfect match. Power and presence. The VISTIQ feels like an extension of her.
We see both vehicles from within—wide, airy, connected. The city outside moves through the panoramic glass like a living mural.
Then we cut to the open road.
The Pacific Coast Highway. The VISTIQ glides through wide turns in a sweeping drone shot. Coastal cliffs, sunlight hitting the paint just right.
Back to the OPTIQ—cutting through the hills, framed by trees and golden light. A push-in on the curved LED display shows they’re close.
On the horizon: a modern countryside winery nestled in the heart of Napa. Both vehicles arrive around the same time. Everyone steps out—hugs, joy, that energy of reunion. You can feel the history.
We cut into brunch—an incredible spread, laughter, real connection. The journey continues.
LEGACY RUNS DEEP
We open on a wide cityscape at sunrise. A Chinese American tech entrepreneur stands by the window of his sleek Victorian home, sipping his coffee, quietly taking it in. He smiles—content, ready—and grabs the keys to his Cadillac VISTIQ.
Cut to outside. The VISTIQ lights up, grille glowing against the city backdrop. It’s sharp, commanding, a moment of contrast and control.
Our hero and two of his closest friends hop in. Boom—they’re off. The VISTIQ cruises effortlessly through the city, weaving through vibrant neighborhoods like Hayes Valley. Inside, the energy is pure joy. One friend touches up her makeup in the mirror. Another adjusts the music as a bassline builds. They dance, laugh, vibe. Light pours in through the panoramic sunroof, catching skin, fabric, movement. It feels alive.
Across town, a Korean American couple glides through Chinatown and the Financial District. She gently cups the base of her stomach—he reaches over and grabs her hand. A quiet, meaningful beat. They share a look. The city reflects off the car’s polished curves as they head toward something new.
Back to the VISTIQ. One of the friends tweaks the equalizer—bass drop. The track hits. The moment shifts. They’re fully in it.
The OPTIQ couple is nearing their destination now. He rotates the crystal dial—Sport Mode. Smooth acceleration. Calm control.
Both vehicles pull up to a red light. They look over. Familiar faces. Warm smiles.
Cut to the Palace of Fine Arts. The group gathers—big hugs, laughter, admiration for the soon-to-be mama. There’s joy in the air.
Final beat: Everyone sits on the grass, enjoying an eclectic mix of Asian food. Dumplings, bánh mì, adobo, kimbap—laid out like a love letter to heritage.
POST
I started my career in editing, so I have a deep appreciation for the post-production process—and how much the final shape of a story is found there.
I'm always invested in making the strongest version of the story, and I'd love to stay close to the process if the team’s open to it. If not, I completely understand and respect the workflow.
Either way, I’m here to support—whether that means reviewing cuts, offering feedback, or just being a sounding board along the way. Whatever serves the work best.
LOOKING AHEAD
Great ideas can come from anywhere. Let’s collaborate, brainstorm, break and rebuild this concept to pull out the very best of it. Everything here is flexible—these are jumping-off points meant to spark further discussion and refinement.
This kind of storytelling—human, emotionally grounded, and visually rich—is where I do my best work. I’m excited by the vision and even more excited to help shape it alongside this team.
Also—just curious—is there any consideration for incorporating parts of the manifesto into a voiceover? I know that might be a long shot, but it’s so beautifully written, and hearing those words aloud could be incredibly powerful.
I don’t build imaginary walls on set—I hang out in video village, chat with everyone, and stay in it with the team. Come hang with me at the monitor and let’s do #allthethings it takes to tell the most honest, most beautiful version of this story.
I’ll be a true partner throughout the process—helping everyone shine, and pushing for work that’s as meaningful as it is stunning. I deeply appreciate the opportunity and look forward to taking you through the treatment.
-Lorenzo