DMC
WORK
In XT6 Seconds
Cadillac needed to introduce the XT6 to a digitally saturated audience. We developed a modular campaign built around six-second feature films — balancing premium storytelling with modern attention behavior. The system extended across email, landing, and social, creating a cohesive launch framework.
Client
Cadillac
Agency
MRM Detroit
Role
Associate Creative Director
Scope
CRM · Social · Web
Recognition
Webby Awards Honoree
Year
2020
Challenge
Cadillac needed to launch the XT6 in a crowded digital environment where attention spans are short and CRM platforms impose technical constraints. The goal was to introduce key vehicle features in a way that felt premium, focused, and adaptable across channels.
Approach
We developed a modular storytelling framework built around six-second feature films. Each film spotlighted a single vehicle benefit, creating a serialized system that could scale across CRM, landing, and social while maintaining brand cohesion.
Feature Films
Four six-second films introduced distinct vehicle features, forming the foundation of the launch system.
CRM Execution
Each feature film anchored a dedicated email experience that expanded on the teased benefit. The CRM system allowed for deeper storytelling while maintaining cohesion with the six-second format.
Animated GIF mastheads ensured compatibility across email clients that do not support embedded video. Each linked to the full feature hub.
Landing Experience
A centralized landing hub housed all four films, reinforcing campaign cohesion while allowing users to explore the XT6 in greater depth.
System Impact
The serialized six-second framework became a scalable launch system, allowing Cadillac to spotlight individual vehicle features while maintaining cohesion across CRM, web, and social.
Next Project: Depend Underwareness
Let’s Connect
darren_cutlip@icloud.com
Resume
©2026 Darren Cutlip. All rights reserved.
DMC
Based in Chicago
WORK
In XT6 Seconds
Cadillac needed to introduce the XT6 to a digitally saturated audience. We developed a modular campaign built around six-second feature films — balancing premium storytelling with modern attention behavior. The system extended across email, landing, and social, creating a cohesive launch framework.
Client
Cadillac
Agency
MRM Detroit
Role
Associate Creative Director
Scope
CRM · Social · Web
Recognition
Webby Awards Honoree
Year
2020
Challenge
Cadillac needed to launch the XT6 in a crowded digital environment where attention spans are short and CRM platforms impose technical constraints. The goal was to introduce key vehicle features in a way that felt premium, focused, and adaptable across channels.
Approach
We developed a modular storytelling framework built around six-second feature films. Each film spotlighted a single vehicle benefit, creating a serialized system that could scale across CRM, landing, and social while maintaining brand cohesion.
Feature Films
Four six-second films introduced distinct vehicle features, forming the foundation of the launch system.
CRM Execution
Each feature film anchored a dedicated email experience that expanded on the teased benefit. The CRM system allowed for deeper storytelling while maintaining cohesion with the six-second format.
Animated GIF mastheads ensured compatibility across email clients that do not support embedded video. Each linked to the full feature hub.
Landing Experience
A centralized landing hub housed all four films, reinforcing campaign cohesion while allowing users to explore the XT6 in greater depth.
System Impact
The serialized six-second framework became a scalable launch system, allowing Cadillac to spotlight individual vehicle features while maintaining cohesion across CRM, web, and social.
Next Project: Depend Underwareness
Let’s Connect
©2026 Darren Cutlip. All rights reserved.
darren_cutlip@icloud.com
Resume
DMC
Based in Chicago
WORK
In XT6 Seconds
Cadillac needed to introduce the XT6 to a digitally saturated audience. We developed a modular campaign built around six-second feature films — balancing premium storytelling with modern attention behavior. The system extended across email, landing, and social, creating a cohesive launch framework.
Client
Cadillac
Agency
MRM Detroit
Role
Associate Creative Director
Scope
CRM · Social · Web
Recognition
Webby Awards Honoree
Year
2020
Challenge
Cadillac needed to launch the XT6 in a crowded digital environment where attention spans are short and CRM platforms impose technical constraints. The goal was to introduce key vehicle features in a way that felt premium, focused, and adaptable across channels.
Approach
We developed a modular storytelling framework built around six-second feature films. Each film spotlighted a single vehicle benefit, creating a serialized system that could scale across CRM, landing, and social while maintaining brand cohesion.
Feature Films
Four six-second films introduced distinct vehicle features, forming the foundation of the launch system.
CRM Execution
Each feature film anchored a dedicated email experience that expanded on the teased benefit. The CRM system allowed for deeper storytelling while maintaining cohesion with the six-second format.
Animated GIF mastheads ensured compatibility across email clients that do not support embedded video. Each linked to the full feature hub.
Landing Experience
A centralized landing hub housed all four films, reinforcing campaign cohesion while allowing users to explore the XT6 in greater depth.
System Impact
The serialized six-second framework became a scalable launch system, allowing Cadillac to spotlight individual vehicle features while maintaining cohesion across CRM, web, and social.
Next Project: Depend Underwareness
Let’s Connect
©2026 Darren Cutlip. All rights reserved.
darren_cutlip@icloud.com
Resume