Cadillac and LIFERS Introduce ‘The Seasons Collection’

DETROIT – Cadillac is partnering with The LIFERS Project and photographer Matt Alberts to create “The Seasons Collection,” a multi-media photography collection of adventure sports-driven stories about people who push the limits in pursuit of their passion.

Using wet collodion photography, a 19th Century technique known for its sensitivity to ultraviolet light, long exposure times and enduring images, “The Seasons Collection” follows individuals and finds the correlation between what drives them and the seasons that inspire them.

“Cadillac has always been a brand for individuals who are passionate about their pursuits” said Cadillac Chief Marketing Officer Uwe Ellinghaus. “Partnering with The LIFERS Project allows Cadillac to highlight individuals who share our belief that there shouldn’t be limitation in the pursuit of one’s passions, but rather the inner drive to take the risk and march forward.”

The first collection, SNOW, features a snowboarding adventure focused on those whose passion is driven by snow. The second, SUN, travels along the West Coast to find those who are influenced by the skateboarding lifestyle. The final collection, WATER, travels through the Northeast to follow the surfing community and other water pursuits.

Alberts will use wet plate photography combined with digital photography and video production for the project.

Viewers can follow the journey to create this one-of-a-kind photography collection in real time throughout the year via social media updates and webisodes, weekly recap videos of events, places traveled and LIFERS interviewed while on the road.

The project will conclude with an art show in New York City in December 2015, where the audience can view the original photographs alongside Cadillac’s range of award-winning vehicles.

About Cadillac
Cadillac has been a leading luxury auto brand since 1902. Today, Cadillac is growing globally, driven by an expanding product portfolio featuring dramatic design and technology. More information on Cadillac appears at Cadillac’s media website with information, images and video can be found at

About The LIFERS Project
LIFERS is an adventure driven photography project created by Matt Alberts. Using wet plate collodion as a medium, LIFERS captures the images of people who have dedicated their lives to their passion and the lifestyle that comes along with it. A LIFER pushes the limits and restraints of everyday life in order to truly live the life they want. A LIFER is passionate, bold, optimistic, and truly pursue life with power and anticipation.

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