Timed to coincide with Super Bowl weekend, Cadillac wanted more than a press announcement. They wanted a cultural moment. A reveal that felt as bold and ambitious as becoming the first US motor company to field a Formula 1 team in the modern era.

In the lead-up to the reveal, the structure appeared opaque and impenetrable. Dynamic projections transformed its exterior into a living canvas – racing visuals, precision graphics, and a dramatic countdown clock building anticipation in real time. As the timer ticked down, thousands gathered beneath the screens of Times Square. The city became part of the theatre. Then, at zero, the structure transformed.