Cadillac

Feb 2026

Cadillac orchestrates a high-profile reveal for its Formula 1 livery, anchoring the activation in the heart of Times Square. The project centers on a large-scale transparent digital installation that features a real-time countdown, transforming the public space into a focal point for motorsport enthusiasts during the Super Bowl 26 period. The execution relies on a cinematic live-action technique, capturing the interplay between the installation's monochrome aesthetic and the surrounding neon-lit metropolitan environment. Agency partners Translation managed the creative development, delivering a documentary-style record of the activation that highlights the density of the urban setting and the scale of the digital display.

Horizontal

Motorsport

Event / PR