Cadillac is going to reveal an all-new version of its iconic Escalade SUV in October. But since this is the most special car they currently make, the unveiling ceremony is going to be a rather special event. To this end, they have hired indie rock photographer and director Autumn de Wilde.

She is producing a series of portraits and a film highlighting the Escalade design process. The idea is to capture the 2015 Cadillac Escalade from an artistic perspective. Caddy says the ordinary, and frankly boring, press pictures are not going to do the Escalade’s justice. It has a sophistication that requires an artist’s eye to highlight it.

That’s intriguing, because the previous Caddy Escalades where anything but artistic. They were basically blocks of flat on wheels; enormous sofas with a V8 bolted to the front. The Escalade has always been a rubbish car, objectively, but it has tons of character, which is why it is hugely popular among celebrities. The Escalade gets you noticed.

2015 Cadillac Escalade will be revealed on October 7 in New York City.

“I immerse myself in the world of my subjects. I suppose it’s not unlike a method actor’s approach sometimes,” said de Wilde. “My job is to give the audience even more of a reason to form a crush on this person or this object.”