Cadillac at the US Open

Overview

An AI-powered experiential installation at Cadillac House during the 2025 US Open, created in partnership with Jack Morton. The experience turned fan visits into shareable, personalized artwork — blending Cadillac brand moments with a living, tournament-long mural.

Over the two-week tournament, the system generated 12,000+ AI-personalized photos across four interactive touchpoints, with real-time usage monitoring through a custom CMS.

10.14K

Photo Booth Participants

Booths

12K

AI-personalized photos

Four Touchpoints

AI-Powered Photobooth

Visitors stepped in and became "part of a living mural" — their likeness stylized into the iconic US Open 2025 artwork by Melissa Koby, rendered in real time.

The Takeaway

Visitors completed a short survey and retrieved their personalized AI artwork — ready for social sharing.

The Mosaic

An opt-in living photo mural that grew throughout the tournament — every contributing visitor became a tile in the collective artwork.

Stadium Takeover

Cadillac-branded moments extended beyond the pavilion and into the stadium itself, delivering immersive visuals during on-court Cadillac segments.

Engineering

Real-time VFX & interaction software driving the photobooth capture, AI stylization, and live mosaic composition
Custom CMS and front-end for real-time usage monitoring, content moderation, and output delivery to visitors
TouchDesigner runtime for real-time compositing and touchpoint orchestration
Motion design and bespoke animation for the Cadillac brand frames
Designed for two-week uptime with reliability across peak tournament traffic

Scale & Impact

Event: US Open Tennis Championships 2025, USTA Billie Jean King National Tennis Center, Flushing Meadows, NY
12,000+ AI-generated photos created during the tournament
900,000+ US Open attendees (annual average)
Client: Cadillac (General Motors) — official vehicle of the US Open
Technical team: 15+ specialists across motion design, development, sound, and fabrication