Ten years ago, I was working as a brand ambassador at events, engaging with guests and representing brands. One day, during a booth activation, a technical issue left a long line of people waiting. With nothing else to do, I pulled out a deck of cards and started performing magic. The energy shifted. Instead of frustration, people were smiling, engaged, and entertained. That moment stuck with me.

At the time, I set a goal. One day, I wanted to be hired as a magician for a known brand. It felt out of reach back then, but a decade later, I was invited to be part of the Cadillac Electriq Tour at M.A.D. Festival. Not just as a performer, but also as a content creator.

A Dual Role: Live Entertainment and Digital Storytelling

For this activation, Cadillac wanted more than just a booth to feature their all-electric Cadillac LYRIQ. They wanted a luxury experience. Something that would feel exclusive and engaging, both in person and online. My mandate wasn’t just to perform magic at the Cadillac Electriq Experience booth, but also to document and share the experience through social media.

Live, my role was to attract and engage crowds through magic and mentalism, incorporating elements of Cadillac’s messaging into my act. I adapted my scripting to align with the brand’s themes of innovation, precision, and the transition to electric vehicles. This meant that each interaction wasn’t just entertainment but also a subtle reinforcement of Cadillac’s identity.

But my work didn’t stop at the live experience. Through video content, behind-the-scenes footage, and social media stories, I helped extend the activation’s impact beyond the event itself. A brand activation is only as strong as the impressions it leaves behind, and by capturing key moments, I ensured that this experience lived on long after the festival ended.

Expanding the Activation to VIFF

Following the success of this event, I was invited to bring the same energy to the Vancouver International Film Festival, where Cadillac continued showcasing the LYRIQ.

Once again, I balanced two roles: live engagement through magic and content creation that helped the activation reach an even wider audience.

3 Reasons Why This Approach Works for Brands

1. Live Experiences Create Stronger Emotional Connections

Magic isn’t just entertainment. It’s an interactive experience that surprises and engages people in the moment. By integrating magic into Cadillac’s activation, the brand was able to create a more memorable and personal connection with its audience.

2. Seamless Integration of Brand Messaging into Entertainment

A well-crafted performance isn’t just about capturing attention. It’s about reinforcing a brand’s identity. By adapting my scripting and effects to align with Cadillac’s themes of innovation and precision, I ensured that the magic felt like a natural extension of the brand rather than a separate attraction.

3. Digital Content Amplifies the Impact Beyond the Event

Live events have a limited reach, but the right content strategy extends their influence. By documenting the experience through videos, behind-the-scenes footage, and social media stories, Cadillac’s activation wasn’t just experienced by the attendees; it became something that lived on and continued to engage a wider audience.

This was an opportunity to blend magic, storytelling, and digital content into a premium brand activation. It was a full-circle moment, going from stalling a line of guests with magic as a brand ambassador to being trusted by Cadillac to integrate a magic experience into their activation.

Big thanks to #paid and Cadillac Canada for the opportunity to showcase how magic, branding, and content creation can come together to elevate an event.

About Me

I’m a magician, mentalist, and content creator specializing in high-end brand activations and corporate events. I’ve worked with brands like Cadillac, McLaren, and Amazon, blending live entertainment with digital storytelling to create interactive experiences that leave a lasting impact.

Let’s make your next event unforgettable. Reach out to collaborate.

Crafting a High-End Experience at Cadillac’s Electriq Tour with Magic