My role on the strategy team focused on brainstorming brand identity campaign concepts for Cadillac's entrance into the Generation Z electric vehicle market in mixed reality. I worked on conducting a case study and pitch for Cadillac's Avatar launch and Cadillac's EV luxury Celestiq campaign pitch deck.

It was my first time being a creative strategist and working in the luxury automotive industry. I realized that creative strategy is a process of identifying consumer pain points and devising the right narratives for the art direction teams to execute. It boils down to understanding the fundamental causes of consumer behaviors rooted in culture. This working experience made me realize that successful marketing campaigns are the culmination of data insights and an understanding of the latest design technologies landscapes.