What drew you to direct the Cadillac LYRIQ Electric Nights spot?

The LYRIQ captivated me instantly. I loved how it blends elegance and modernity in a way that is perfectly tailored to the present, it feels fresh on the street, without having to flaunt an ostentatiously futuristic façade. After a few minutes with the car I was confident the quality of  both the film’s concept and the LYRIQ itself were aligned and it’s not every day those two things sync up.   

I also appreciate the chance to incorporate aspects of Asian American culture into this elegant setting without forcing it as a focal point. It becomes an integral part of the story rather than something highlighted or emphasized for the sake of it.

Could you share your creative process behind highlighting the key features of
the 2024 LYRIQ? 

As the spot unfolds, various elements spring to life. An ensemble of friends come together, the city lights up, new connections are made, and the LYRIQ maneuvers into its spotlight. I aimed to highlight the LYRIQ's features within this theme, leveraging interactions with key touchpoints as pivotal moments that push the night forward. Whether it’s the charger kicking off the night or the blind zone indicator making a dramatic entrance for the second LYRIQ, the goal was for these features to fit in seamlessly without missing a beat.

How did the theme of authentic connection and energy influence your storytelling choices?

I was very excited by the idea of call and response – creating a connectedness and an open dialogue between elements in the spot that ultimately builds energy through flow rather than adrenaline. It was important that the two LYRIQs moved in harmony, just as the city and mountains pose against each other and the fire-y sunset gives way to night. I didn’t want to create a competitive, race-y vibe between the two cars, but rather craft something that unfolds like a dance - a subtle IYKYK look embodied by a drive across LA.

The drivers brilliantly owned the energy of this ad. Could you elaborate on the decision to have women in the driver's seat of both cars?

The concept isn’t made or broken by the gender of the drivers, but through the casting process we found these two characters that felt so bold and emotive in their own ways and I knew they had to be in the driver’s seat.

When you had the opportunity to drive the car yourself, what was your initial reaction? How did you feel in the car? How was the drive? 

I’m easily excited by details, I like the little things. When I first sat in the LYRIQ I was drawn in by the display. Specifically how it wrapped around you and was functional on the steering wheel’s left side. So many big screens are just big for the sake of it, but here I really felt like it was there for a reason, designed with function in mind.

The drivers’ seat felt inspiring, and sporty, but not in a way that disregarded the passengers’ experience. I actually loved sitting in the back too. It felt luxurious and open. The drive was just smooth as expected and I feel like the experience inside the car directly matches the exterior look and feel. I still have the same double take every time I see one in the wild.