THE NEW BUICK RENAISSANCE
TAKE A LOOK AT ME NOW
The New Buick Renaissance wasn’t just a campaign. It was a cultural repositioning. A declaration that Buick had evolved into a modern expression of art, sophistication, and desire.
Through avant-garde luxury photography, cinematic outdoor executions, and emotionally charged storytelling, the campaign reintroduced Buick to a new generation of consumers who value design, individuality, and elevated experiences.
“Take A Look At Me Now.” became more than a tagline. It became the voice of reinvention.
A confident statement from a brand reclaiming relevance. A moment where luxury became emotional, provocative, and impossible to ignore.
The campaign transformed Buick from a familiar legacy name into a contemporary luxury icon — blending fashion, motion, and aspiration into a visual language designed to stop people in their tracks and make them look again.
PRINT CAMPAIGN
BRAND ACTIVATION
BUICK ENCLAVE LAUNCH
DRIVE BEAUTIFUL
Drive Beautiful is a cinematic reintroduction of the Buick Enclave as more than a luxury SUV — it is a crafted emotional experience shaped by design, sound, and soul.
Anchored in the vision of GM automotive interior designer Michael Burton, the campaign celebrates the Enclave’s interior as a sanctuary of intention — where every surface, stitch, and contour is designed around human emotion and modern elegance. The vehicle becomes an extension of lifestyle design, not just transportation.
At the center of the campaign is a powerful television anthem film that fuses a reimagined performance of Nina Simone’s “Feeling Good” with an original musical composition — creating a sonic rebirth of the Buick brand. The music becomes the emotional engine of the story, awakening a sense of freedom, renewal, and quiet confidence.
The campaign expands into a multi-sensory brand ecosystem. A signature film featuring Yolanda Adams elevates the narrative into a spiritual expression of joy and transcendence, while a rich radio platform featuring the unmistakable voice of Isaac Hayes grounds the brand in timeless soul and authority.
Together, these elements redefine Buick through a modern lens of culture and craft — where design is felt, music is memory, and luxury is no longer seen, but experienced.
Drive Beautiful doesn’t just launch the Enclave. It reawakens the soul of Buick.
TELEVISION
DIGITAL BANNERS
BRAND TELEVISION
