The 2020 Cadillac XT6 - Crew Ready (2019) :60 (USA)

Rokkan Puts The Russo Brothers in the Driver’s Seat For Cadillac Campaign

XT6 Launch campaign continues to prove this isn’t your grandfather’s Cadillac


Continuing its string of disruptive work for the Cadillac brand, Rokkan has set a new bar with the launch of the Crew Ready, 3-row, XT6 SUV. In order to standout in the ever-crowded Lux-3 SUV segment, Rokkan collaborated with A-list, power-house directors The Russo Brothers and production company Bullitt. World famous superhero style with a twist defines the XT6 Crew Ready campaign and further defines the bold new direction of the Cadillac brand.


The campaign is comprised of a dynamic series of films showing off the XT6’s spacious 3-row interior, sporty design and rich technology suite - cementing its status as the perfect SUV for every squad, fam, or posse. In essence, XT6 Crew Ready is a celebration of size and style – performance and presence told through a cast of crews. They are both heroic and familiar –modern, tech-forward and cut from every cloth. The campaign also features the bombastic track, “Welcome To The Party,” by Diplo. The track adds a commanding layer of energy to the films for a brand whose legacy in music is unmatched.


“Our team has continued to push the boundaries of what the world expects from a Cadillac, and this campaign continues that dynamic creative trajectory.” Said Brian Carley, CCO of Rokkan. “We set out to uproot the idea that a 3 row SUV has to be marketed in an expected and uniform way and The Russo Brothers were the perfect partners to do just that with Crew Ready.”

This new work is a prime example of Rokkan’s disruptive and culturally relevant approach as the 19 year-young creative shop does what it does best: push the boundaries with clients to make an impact—not just on their business, but on culture at large.

Bullitt is a filmmakers’ collective and creative studio founded in collaboration with The Russo Brothers and Justin Lin. Combining the power of both entertainment and advertising, Bullitt harnesses the talent of innovative directors and other creators to forge experiences that connect to any desired audience. Brand supported films, AR and VR, and commercial campaigns, are just some of the projects to which Bullitt has developed, designed, and delivered, earning Cannes Lions and millions of eyeballs for its captivating and imaginative work.

Client: Cadillac

Chief Marketing Officer: Deborah Wahl

Associate Director: Content Benjamin Haynes

Director / Product Marketing: Jason Sledziewski

Marketing Manager: Bob Benbow

Assistant Manager / Content: Rob Whitley

Marketing Coordinator: Lisa Redinger


Agency: Rokkan New York

Chief Creative Officer: Brian Carley

Chief Creative Officer: Bob Winter

Executive Creative Director: Alex Lea

VP / Group Creative Director: Bill Carlson

Creative Director: Austin Muncy

Creative Director: Rob Rooney

Campaign Photographer: Justin Jamison

Creative Operations: Hank Romero

Head of Production: Bruce Andreini

Executive Producer: Jenny Lee

EVP / Chief Client Officer, Matt Garcia

EVP / Global Client Lead, Paul Mareski

EVP / Director, Emily Shahady

Vice President, Group Account Director: Scott Durday

Account Supervisor: Amanda Koegler

Account Supervisor: Maggie Decker

Chief Strategy Officer: Nicolas Chidiac

Group Strategy Director: Steve Lampert

Strategist: Spice Walker

Associate Strategist: Emma Pindel


Production: Bullitt

Directors: The Russo Brothers

2nd Unit Director: Ari Costa

Executive Producer: Luke Ricci

Executive Producer/HOP: Jenni Sprunger

Executive Vice President, Sales & Development: Allison Amon

Producer: Jeremy Barrett

Director of Photography: Trent Opalach


Editorial: Final Cut

Editors: Crispin Struthers + James Rosen

Social Media Asset Editor: Geoff Hastings

Assistant Editors: Mike Radforth + Cutler Gray

Executive Producer: Sarah Roebuck

Head of Production: Penny Ensley



Executive Producer: Camila De Biaggi

Producer: Aiste Akelaityte

Production Coordinator: Stephen Dierks

VFX Supervisor: Rob Walker

2D Leads: Rob Walker, Bilali Mack, Tamir Sapir

2D Tean: Giulia Bartra, Esther Song, David Anger, Renato Carone, Lawrence Merrill, John Shafto, Julien Aucouturier, Thiago Porto, David Piombino, Hector Cabrera, Luis Artigas, Kataleah Cowham


Color: The Mill

Colorist: Mike Rossiter

Producer: Evan Bauer


Audio: Heard City

Sound Design + Mix: Phil Loeb

Executive Producer: Sasha Awn

Producer: Andi Lewis

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