The Ask
Cadillac, a long-time BENlabs client, approached the Rights & Clearance team to secure permissions for using photographs of cultural icons in their groundbreaking Electric Theater experience. This immersive theater initiative aimed to celebrate Cadillac’s legacy by featuring celebrities and icons with strong ties to the brand—individuals who had owned or been associated with Cadillac vehicles.
The Opportunity
Beyond obtaining clearance to feature the images, BENlabs was tasked with identifying and contacting the rights holders of the photographs. These visuals would become a centerpiece of the Electric Theater, connecting Cadillac’s storied past with its innovative, electric future.
The Solution
Leveraging BENlabs’ extensive experience in archival research and rights management, the team uncovered the necessary content to bring Cadillac’s vision to life. This included:
- Identifying and contacting rights holders.
- Securing permissions for the use of photographs.
- Ensuring the authenticity and relevance of imagery tied to Cadillac’s heritage.
The Result
The Electric Theater debuted as a resounding success, offering attendees a dynamic, immersive exhibition that highlighted Cadillac’s rich history and bold electric future. This experience culminated in the launch of the Cadillac Celestiq, underscoring the brand’s commitment to innovation and electrification.
Through BENlabs’ expertise, GM delivered a world-class theater experience that captured the imagination of attendees while reinforcing Cadillac’s position as a cultural and automotive icon.
