CELESTIQ is the most technologically-advanced and luxurious Cadillac to date. One of a kind and custom commissioned, each CELESTIQ is a work of art crafted in collaboration with the most talented designers in the world. Our objective was to illustrate the personalization that the Cadillac CELESTIQ embodies, a quality important to our Ultra High Net Worth customers.

So to launch the CELESTIQ, the first ultra-luxury Cadillac entirely bespoke to its owner, we created the Art of You experience that was entirely bespoke to its creator. Art Of You creates customized artwork through an interactive experience with an AI chatbot voiced by the legendary Regina King, using groundbreaking technology like voice synthesis and particle physics image creation to generate brilliant abstract generative art unique to each participant.

We set out to create an unforgettable AI driven art experience at a giant imposing scale. Using AI tools like voice synthesis and particle physics image creation, attendees could have a creative conversation with an AI voiced by Oscar winning actress Regina King. The AI chatbot asked participants questions about their opinions on luxury, design aesthetic and the source of inspiration.Their answers were reflected in brilliant abstract generative art on a vivid 5 million pixel, 20x20 monolith screen running at 60 frames per second.

As a finale, after ingesting the guests personality information, the AI delivered in real-time a fully customized CELESTIQ render to accompany the guests shareable art.The giant screens were so physically large and so ‘wall encompassing,’ that attendees always questioned whether the car was real or virtual, fully immersing participants in the experience.

Our strategy was to convey to both ultra-wealthy customers and general lux audiences that Cadillac gets luxury, even to the level of a Rolls Royce or Bentley. We did this by leaning into the most valued trait of ultra luxury: Uniqueness. The personalization of the CELESTIQ means that every vehicle created is a true one-of-one.

“Art of You” was born from this product truth, as we looked to bring the personalization and the pure artistry of the vehicle to life in something created for you, by you, at the intersection of art and technology.

Our technical approach needed to be as groundbreaking as the car, and it was. We elevated every step of the creative process and created an insanely detailed AI logic system that turned words into particle physics-shaped imagery that would then undulate and grow into a stunning modern artform right before your eyes.

To create an experience of total immersion, the animated abstract particles created an illusion of real depth as the floor of the real world extended into the virtual.

To create the vivid generative art in real time, we utilized the industry-leading Niagara system for Unreal Engine 5, using Hollywood-quality VFX pipeline tools, allowing us to create unlimited variations of color palette, mood, and movement.

We also built a synthetic vocal library from scratch with Oscar winner Regina King, giving our synthetic voice the ability to speak in ANY language, allowing us to create different versions for global web users.

We then delivered unprecedented high quality visuals to users at home, utilizing Unreal Engine’s groundbreaking Pixel Streaming for the first time in a commercial campaign, which allowed the full 60fps, 4k resolution, particle physics-realtime-AI experience to happen via the cloud–an unparalleled step up for web content.

Just like the CELESTIQ, this campaign was groundbreaking from every angle. With the artful application of particle physics and AI, to the use of Unreal Engine’s Pixel Streaming for the first time in any commercial campaign, and a site translated into 6 languages with engagement from 20 countries, the launch made quite the first impression. Within weeks, demand outpaced inventory, resulting in an 18 month production backlog for the vehicle. With near 100% positive sentiment, the event generated 6.7 million earned impressions and 4 million social impressions. Over 500 print and news stories across leading trades covered the event, including Forbes, The Verge, Barrons, Access Hollywood, and Vanity Fair. All of which made this the most successful car launch in Cadillac’s history.