Cadillac ‘Memory’

MODERNISTA

Motion Theory creates memory of sun, sea, and the open road for a Cadillac brand anthem.

For Modernista’s campaign for Cadillac, Motion Theory directors Mathew Cullen and Grady Hall blend years of summer moments into one perfect day. Beginning with the idea that a dream is more evocative than a memory, Motion Theory worked to craft images that were both abstract and specific, summoning up the essence and emotion of summers gone by. With the use of vivid double-exposures and motion-control camera movements, the imagery simultaneously traverses the open road and the open sea. Water and land merge seamlessly together in a series of fluid transitions. Ocean waves, seagulls, and surfboards float in and out of our consciousness, and the vehicles become vessels that transport us through a sun-dappled dream world. Combined with an upbeat music track, the spot evokes the carefree bliss of an endless summer day.