PR Stunt

XT5 Tease

How does a legacy car brand introduce its sexy new crossover? By staging a runway show high in the air above New York City.

150 ft above Manhattan
Fashion Week NYC
One Night Only

Increase in social mentions


Minute Closure
of W. Side Highway

Cameras Capturing
the Scene

The night was billed as a cool Fashion Week party that focused on another piece of big news Cadillac had to share: its exciting collab with designers Public School.

The party was bumping with a fashionistas and celebrity influencer crowd. Then, at the peak of the festivities, we dropped jaws with a one-of-a-kind fashion show that reflected the brand’s “Dare Greatly” ethos.

We concepted, produced and filmed a massive stunt: dangling the XT5 below a helicopter that flew across the Hudson River, over the West Side Highway, and hovered in front of the 15th-story building where the party was being staged.

The best publicity stunt of the year. Media Bloomberg News

The XT5 briefly floated in mid-air just outside the windows of the party, lit by spotlights from three sides, then turned like a model on a catwalk and flew off into the night as dozens of stunned guests shot photo and video on their phones.

The stunt became the buzz of Fashion Week, garnering 129 top-tier stories and half-a-billion impressions that helped reposition Cadillac as an exciting, glamorous brand for younger audiences.

Do you Feel it?

Do you Feel it?

426 West 14th Street
6th Floor
New York, NY 10014

426 West 14th Street
6th Floor
New York, NY 10014

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