CADILLAC LYRIQ
LAUNCH EXPERIENCE
I contributed motion graphics for an immersive launch experience celebrating Cadillac's transition into the electric era. The installation combined curved LED walls and floor displays into a synchronized visual environment that guided visitors through Cadillac's history leading up to the introduction of the LYRIQ.
THE EXPERIENCE
Unlike traditional screen-based motion graphics, content needed to function across multiple curved LED walls and floor displays simultaneously. Visitors were not simply watching content—they were standing inside it.
This required designing for the entire physical space rather than a single frame.
BEYOND THE SCREEN
The final environment consisted of multiple synchronized display surfaces combined into a single playback system.
Content was created and delivered as one large-format composition spanning floor and wall surfaces.
This is where the technical challenge becomes obvious.
BRINGING CADILLAC'S
HISTORY TO LIFE
My primary contribution focused on a sequence highlighting Cadillac's engineering heritage through historical blueprints, technical drawings, and archival documentation.
Responsibilities included:
• Restoring archival scans
• Cleaning historical documents
• Preparing assets for animation
• Motion design in After Effects
• Compositing content for the immersive environment
• Delivering large-format playback media
MOTION BREAKDOWN
The animation was designed to feel like Cadillac's history was being assembled in real time.
Blueprints, notes, and engineering documents appeared and connected together, gradually revealing the story of the brand's evolution.
INSTALLATION & CALIBRATION
Once delivered, the content was mapped and calibrated across the LED environment for playback during the launch experience.
The setup process involved testing, alignment, and calibration to ensure visuals remained seamless across all display surfaces.
CLOSING REFLECTION
This project introduced unique challenges that differed from traditional motion design work. Creating content for a physical environment required consideration of scale, architecture, and audience movement in addition to animation itself.
Working on the Cadillac LYRIQ launch reinforced the importance of designing experiences rather than individual screens.