When Cadillac began to concept its new XT4 they gave their young, rockstar team of designers a simple brief: Go design the crossover you’d like to drive. That inspired us too: Go design a campaign you – and handraisers – would like to see.

Thing is, as a new ride, assets were far and few between – and we only had a CRM budget to create them. No worries, we called some friends (and called in some favors) and developed un-scripted, documentary, behind-the-scenes video content, featuring the amazing team that developed the XT4. And for a guy who’s done a ton of TV, I’d say the results arguably rival any broadcast-quality spot.

Handraisers received a series of emails, each with a short video teaser, which then leads them to cadillac.com to see the full films and get the full XT4 story. And of course, after watching the video they can begin building – and buying – their own XT4 right there on the site.

Plus, check out these other swell Cadillac Behind The Scenes cultivation campaigns, the Blackwing V Series Pit Crew podcast and Your EV Life, too.