The Return of an Icon. Jeep Grand Wagoneer Launch.
Approach
The launch of the all-new Jeep Grand Wagoneer honored its legacy as the original luxury SUV while redefining it for the future. As Creative Director, I led innovative brand tactics, including bold branded content partnerships and immersive campaigns that celebrated its timeless design and cutting-edge features. By bridging its storied past with modern luxury, we crafted a launch that resonated with loyal enthusiasts and a new generation of drivers alike.
Result
The product experiences contributed to a 30% increase in pre-launch buzz, while the content partnerships amplified brand reach by 40%.
Returning to Adventure.
We crafted a premium Facebook Instant Experience that seamlessly integrates captivating mobile features inviting users to embark on a unique and unparalleled adventure.
We built a customized premium ecommerce experience in the Amazon store that lead to a build and price experience.
The Jeep Grand Wagoneer experience has led to over 80 iterations of digital assets and counting.
Returning to Inspiration - Branded Content.
To launch the all-new luxurious Grand Wagoneer, we secured a series of branded content partnerships at the highest tier of the luxury world. We followed up the vehicle launch with a series of premium, unique product experiences.
Fashion Designer Joseph Altuzarra shares his vision for the future of luxury design. Regardless of their medium, designers have always been tasked with communicating an unwavering sentiment through their work, while simultaneously adapting to the ever-present winds of change.
“Especially in this moment of intense change, you have to go back to the drawing board and really think about how people are consuming, what is important to the customer, and what is important to you, as well,” - Joseph Altuzarra
“It’s something that we’re constantly evaluating.” Chris Benjamin, the Head of Interior Design at Jeep, who faced a similar task when reimagining the Grand Wagoneer, spoke of the “immense pleasure but also, great responsibility” of reviving the legendary vehicle that first greeted American drivers in the 1960s.
The content was followed up by Vogue’s annual Forces of Fashion event where the top voices in fashion dicussed the future of fashion - including Chris Benjamin, the Head of Interior Design at Jeep.
Returning Home - Branded Content.
Many families have vacation traditions; a seasonal trek to a place where they’ve built their fondest memories. However, to Erica Stanley-Dottin and her family, their summer escape has become so much more.
Their home sits in the community of Azurest, a Sag Harbor town that is championed for being one of the most enduring Black beachfront communities in America.
Azurest is now one of a grouping of three historic Black neighborhoods in Sag Harbor, filled with homes that have been passed down through generations. Now that Erica has raised a family of her own, she and her siblings continue to return to their Azurest home season after season, keeping this special tradition of gathering together along the beach alive.
Print concepts to communicate the power of the all new Immersive McIntosh Audio in the Grand Wagoneer.
