CHRISTIAN BARR

The Cadillac Arrival Sessions featuring The Roots and Baby Rose was a livestream concert that Jack Morton produced for Cadillac in late 2020. In response to the COVID-19 pandemic, all planned experiential events planned for the foreseeable future were called-off. As part of our effort to successfully produce effective digital and hybrid events, we naturally leaned towards our music partners at Live Nation.

Through hours of remote planning, shooting, performing and editing, we produced a live stream that successfully connected the powerful art form of live music to the powerful 2021 Cadillac Escalade.

Cadillac joined forces with 2020 PGA Championship and 2021 British Open winner Collin Morikawa to create a series of content melding golf tips with features and benefits of the Next Generation 2021 Escalade. These videos were featured on the first-ever PGA Coaching Live channel during the 2021 PGA Championship at Kiawah Island. Through the challenges of COVID-19, we were able to create a successful content series that exceeded client expectations of consumer engagement.

For the 2024 Chevrolet Experience five city dealer tour I put together a full sub-brand from digital registration websites and email communications to on-site environmental graphics, signage, branding and speaker support.

The 2023 Chevrolet Dealer Conference occurred in October at Resorts World, Las Vegas. This sprawling event took place across many different ballrooms and a 72,000 sq. ft. event center. My job was to create and execute a look and feel to tie all of these areas together with cohesive branding on stage designs, GM and Chevrolet executive speaker presentation design, booth signage and backdrops, video content, way finding signage, vehicle displays and various other elements.

In 2022, Chevrolet asked us to create a digital campaign highlighting the MPG of their most popular and best selling vehicles. Along with our copywriter, I developed assets for social, OLA and dealership websites that drew customers in with engaging headlines and MPG states for each vehicle. This is a small selection of the assets I developed.

As a Senior Art Director on the Chevrolet retail team, I was responsible for monthly updates to all digital and physical elements. We often implemented seasonal, monthly or quarterly campaigns with sub-branding to match. These included the Chevrolet website, dealer website assets, in-dealership POS pieces, OLA and various other properties. Highlighted here are some digital pieces for the Chevrolet Open Road sales event.

I have worked on many POS items for the National network of Chevrolet Dealerships. We often developed POS and Digital/Social items hand-in-hand to be deployed across the Chevrolet network at once. These are a few examples of many pieces of creative developed over the years.

I created a set of backdrops highlighting the different features of GM’s available fleet vehicles. These backdrops were part of the larger GM Fleet Solutions Summit event and tied in the existing branding for the larger event.

The 2021 Monterey Car Week was an opportunity for Cadillac to show off the most powerful and dynamic vehicles it has ever produced. We had the opportunity to showcase the All-new CT4-V and CT5-V Blackwing models. Not only are these the most powerful Cadillacs ever, they are also the last to be manufactured with a manual transmission.

This event also gave us the opportunity to showcase Cadillac’s new visual identity. I began designing the display with rough sketches and refined from there with our extremely talented vendor. This striking display and massive backwall served as a buglight for these legendary vehicles.

The display also included the Cadillac DPi V.R racecar which has had massive success in the IMSA race category. This ancillary display gave us the opportunity to tell the story of

Cadillac celebrated its 10 year anniversary as a major partner of the American Black Film Festival in 2020. To celebrate this milestone, and to showcase the all new 2021 Escalade and CT5, we featured both vehicles with large LED screens to display both ABFF and Cadillac content. We utilized the Escalade platform as an introduction to the vehicle and the CT5 platform as both a backdrop and as a video screen. We edited a video timeline of Cadillac’s involvement in films created by Black filmmakers, celebrating these classic films and their impact on culture. Beyond vehicle displays, we created a unique LED Photo Booth based on one of our previous activations. Jack Morton worked closely with Spike.tv on these properties, ultimately creating an exciting and seamless experience.

Cadillac Detours is a full-line consumer intercept tour. It is designed to pop-up quickly in each location and attract the attention of local customers, while retaining a permanent, high-end feel. Each customer that participates in the test drive will receive an incentive gift card that can be used at their test drive mall. I started by creating floorplans, directional drawings, developed the look-and-feel for the program and executed all print, scenic and digital promotion for each stop.

Truth + Dare, Cadillac's national test drive program, brings the luxury and performance products featured in their line-up on the road for a unique brand experience. For the past three years, I have been responsible for the overall look and feel, including the design of the registration website, emails, post-cards, web banners, scenic and other on-site elements. With stops in multiple markets the program is designed to be flexible and modular while maintaining Cadillac’s premium standards.

The all-new Cadillac CT6-V was revealed at the 2018 New York International Auto Show by then President, Johan Denysschen and Executive Chief Engineer, Brandon Vivian. I developed the graphics for the keynote presentation. I also worked with the Cadillac Auto Show client and the Jack Morton crew to nail down vehicle placement, lighting and audio.

Cadillac had another hometown opportunity in 2019 with the Forbes 30 under 30 event at the Masonic Temple in Detroit. For this event we managed a test drive program and a lounge adjacent to one of the main speaker rooms. For the lounge, we created a unique branded space with an interactive video booth that turned out to be a hit at the event. The test drive also exceeded expectations and was only limited by the century old infrastructure of the Masonic Temple.

Check out the videos here: https://www.thebosco.com/e/cadillac-at-the-forbes-under-30-summit

We also created an interactive display in the next room for GM highlighting their Cruise brand and their vision for a future with Zero Crashes, Zero Congestions and Zero Emissions. As a compliment to the Autonomous EV vehicle, our display let guests select a picture and type out a word or phrase that best represents their vision for the future.

Cadillac was a sponsor for the PGA Rocket Mortgage Classic at the Detroit Golf Club in Detroit, MI. For this event we were responsible for a hero vehicle display in the Fan Zone, various satellite vehicle displays throughout the course, a hospitality chalet and a pool-side club. I was tasked with creating a hero backdrop for the then first-ever XT6. This was a great opportunity to use the context of our environment to create something special that was both fun but tasteful and on-brand for Cadillac. Our team used 2,506 golf balls and a lot of hours!

Cadillac PGA Pro Drive gave consumers the chance to up their game on-road and on-course. Simply test drive a new Cadillac and sign up for golf lessons from a PGA pro.

I developed the logo, look and feel, print and digital outreach and website wireframe.

Cadillac launched its new small SUV, the XT4, in late 2018. To ramp up awareness, Jack Morton developed a partnership with Cadillac and Ticketmaster to offer consumers $100 in Ticketmaster TicketCashTM for taking a ride in the XT4.

The first priority was getting consumers to actually engage with our direct mail piece. We developed a tasteful and striking direct mail piece with various specialty treatments to ensure customer engagement. In fact, engagement was so successful, this program has since returned multiple times with great success in various forms.

Cadillac celebrated the 2018 MTV Video Music Awards by throwing an after party with their partner Republic Records. What better way to announce their new status as the official vehicle of Carpool Karaoke? I was tasked with designing an interactive experience showcasing the 2018 XT5, where VIPs could record themselves singing along to their favorite songs and share their videos on social media. I started with sketches, then collaborated with and directed our partners in the production of the property. The booth was a hit with celebrity attendees and it was re-purposed for the 2018 Los Angeles, Detroit and Chicago Auto Shows, as well as the Global Citizen festival in NYC.

Cadillac House is a co-working, exhibition space that is home to everything from cutting-edge contemporary art to it’s partnership with the CFDA, which hosted a pop-up space for featured designers, as well as a cafe hosted by local roaster JOE Coffee. I helped develop promotional items and experience design for the various events hosted at Cadillac House.

The Chevrolet Find New Roads tour was a national tour dedicated to training dealers in the brand, products and culture of Chevrolet Find New Roads brand. I developed the style guide for presentations, scenic and web layout for our various vendors to execute.

MAVEN is GM’s rideshare program that launched in early 2017. We developed three launch parties across the country to celebrate this new program. I developed print, digital and experiential collateral and worked with teammates and vendors to execute stage design for national acts.

I developed background art for Ford national print, digital and TV spots for 2012-2013. I also designed and retouched various pieces of direct mail, web and TV slates.

To refresh GMC's tour of lifestyle events (home, garden, boat, equestrian, snow), we were tasked with creating an adaptable mobile property that would be styled and accessorized to suite each of these environments. Starting with a sketch during our creative brief, I developed the tiny house property and surrounding environment. I was able to design all materials myself through the concept proposal stage, then worked with and directed the engineering, build and finishing teams.

Final renderings showing multiple views of modular kit that may be revised for small, medium and large events. I designed all print materials and worked with the product team to build accessories panel, video content, VR content and electronic data capture screens. This property has recently been re-purposed for use with GMC @ Vail Resorts, and for GMS’s sponsorship of the GoPro Games.

I was asked to create a portable modular property that traveled with the 2016 Road to Rio tour in preparation for the 2016 Rio Olympics. The Liberty Mutual Medal Pavilion included historical Olympic quiz wall, legacy wall, podium photo op, athlete meet and greet and product information delivered by brand ambassadors and kiosks.

As the Official Insurance Partner of the U.S. Men's and Women's soccer teams, Liberty Mutual had the opportunity to reach some of the most passionate fans in sports on-site at matches hosted by Team USA. Match presence included: game time, registration tent, vintage poster activation, Fancam interactive panorama, #wearthecrown fan crown, scarf, LED ribbon boards and jumbotron graphics.

The #wearthecrown hashtag appeared thousands of times on social media, elevating Liberty Mutual's online presence, solidifying them as an "in" sponsor amongst soccer purists, and making impressions around the world. I was responsible for all print and digital materials including environmental, social media posts, Fancam website design, printed collateral and premiums.