Storyteller, Brand Builder, Art Director und Idea Maker - so lautet Mike Brooks eigene Jobbezeichnung. Der Creative Director setzt globale Auto-Kampagnen um und war im Sommer u.a. für das Rebranding der globalen CADILLAC Kampagne verantwortlich, die er mit GoSee Member PATRICK CURTET erfolgreich umsetzte. Wir haben ihn zur Kampagne 'Days of Thunder - CADILLAC CTS_V' befragt...
We show your work quite regularly on GoSee. What would you want us to know about the CADILLAC job you did with our GoSee member Patrick Curtet? It was a pretty big job. We shot 11 vehicles. Each with its own unique talent, locations, and color grading. Patrick (and his wife Marlyne) bring passion and creative magic to everything they do. Plus they are fun to work with. It was a wonderful experience.
Is there a new creative image concept behind the rebranding of CADILLAC for Lowe Campbell Ewald? A new mix of fashion/lifestyle and transportation? Our research showed that the Cadillac brand had lost relevance to luxury car buyers. People simply did not know what Cadillac stands for. And in the luxury space, the brand is the most important factor. So we decided to show them.
On your website we can read Storyteller and Idea Maker. Which story do you want to tell us with CADILLAC? Bold. Fresh. Luxury.
You are freelancing as a creative director on Chevrolet at Commonwealth/McCann Detroit. What exactly is your job? And what about your relationship to Lowe Campbell Ewald (are both companies working for Cadillac)? Right now I am working on projects for Corvette and the Chevrolet global brand. Commonwealth / McCann creates all of the brand work for Chevrolet around the globe, and the Detroit office is the headquarters. There is an incredible group of talent at Commonwealth/McCann Detroit, and I am lucky to be working with them. Cadillac recently moved their headquarters to New York City, and moved their brand account to Publicis in New York. Lowe Campbell Ewald is still publishing the Cadillac owner’s magazine, and doing some nice stuff with it.
Photos, photographers, …. – do they still have a future in this ‘post prod & cgi era’ ? Yes absolutely. The right photographer is the key to making the product beautiful. They see the light. I believe the tools will always evolve, and photographer’s skill sets will evolve too.
How many photo shoots do you realize and what do you look for in a transportation photographer? Multiple per year. I look for three things in a photographer: 1) Their craft. Meaning their ability to create form and shape in automobiles. A true mastery of automotive photography. Understanding how the light interacts with the vehicle. At the end of the day we are selling cars, and the cars need to look amazing. 2) The overall attitude of their work. When they create a photo of a thing, is it beautiful? Does the work excite me with its beauty? 3) Do they have the right style for the story I am trying to tell?
Currently you are living in Detroit? Detroit is known for let’s say going through difficult times. What is your opinion about the future of the world’s former automotive center? I love it here. So much freedom to make things. There is a creative energy that permeates the entire city.
What would you recommend us visiting Detroit? Yes. Come here and I'll show you. We can make a story for GoSee. You might want to stay.
Finden wir super, Einladung angenommen! Demnächst also GoSee News aus Detroit. Aber bevor es soweit ist, zeigen wir Euch hier die Sommerkampagne und freuen uns auf neue Projekte des GoSee Freunds und Top-Kreativen...
Mike Brooks startete seine Karriere nach seinem Studium im Jahr 2000 bei Berlin Cameron und Global Sunday LLC, war Art Direktor bei WONGDOODY und McCann Erickson. Bei Organic arbeitete er auf den Etats von Jeep, Chrysler und Dodge. Als Associate Creative Director setzte er bei McCann Erickson Detroit Kampagnen für den Kunden SAAB um, die vielfach ausgezeichent wurden. Als Freelance CD kam er zu Cadillac und war als Associate CD bei Lowe & Partners Worldwide für den Launch der Modelle Escalade, ATS Coupe oder ELR zuständig. Seit März 2015 ist Mike bei Commonwealth McCann für den Kunden Chevrolet verantwortlich, seit September als Associate Creative Director. Chapeau!