Cadillac
Product Library Refresh

Cadillac needed a flexible library of product imagery that could be built once and reused across many campaigns, nameplates, formats and channels. The challenge was a workflow capable of producing premium post-produced imagery at volume, holding realism, material accuracy and Cadillac's elevated brand standards while reducing production time and cost at the same time.

I led the creative direction and designed the workflow: the quality checkpoints, the visual standards, and the rules for when an environment is enhanced with AI and when it is refined by hand. Every environment started as a rough sketch in Photoshop and Procreate that fixed the horizon, the light and where the car sits, so those calls were made by hand before anything was generated.

Stable Diffusion then generated against that structure, not a description, which held composition and brand consistency across the set. Retouchers carried the heaviest lift after that, working every frame by hand: edges, reflections in glass and paint, and the grade. I worked the environment replacements alongside them, and the swap had to be invisible.

The library delivered a versatile set of reusable, high-quality assets that could be adapted across many campaigns, nameplates and channels. The process reduced production timelines and costs, increased visual variety, and held brand consistency at scale.

More importantly, it showed that AI-led scalability and high-end creative standards are not opposites when someone is steering.