Everything Cadillac

In 2018, I became one half of the lead creative force behind Cadillac Arabia, tasked with an audacious mission: turning heads for this American legend in the fiercely competitive Dubai market. BMWs and G-wagons ruled the roost, so we knew we needed more than horsepower. We crafted a bold social strategy, building a cultural dialogue around Cadillac's rich heritage and reimagining its allure for the Middle Eastern consumer. From scratch, we developed unique pillars and content that resonated with local aspirations, sparking a 68% increase in brand engagement and catapulting Cadillac to the forefront of Dubai's luxury conversation.

Some of the projects I worked on include launching the new CT5 sedan (selling over 50 units at the height of Covid) to injecting coolness into Cadillac at Sole Dxb (the Middle East's SneakerCon) and of-course working on the iconic Escalade.