Jeep Global
As a creative lead behind the wheel of the Jeep Global team, the adventure-driven brand lives up to its legacy. Every day provides a new mountain to climb, testing my capability to develop universal content and campaigns that resonate with fans worldwide, inclusive of language barriers, cultural nuances, and regional restrictions.
My responsibilities span across organic social, brand and vehicle guidelines, 360 campaign extensions across all tiers, event activations and coverage, model launches, and ongoing brand development. Like the Jeep community, this is a group effort and I find myself working across multiple teams, clients, agencies, and countries in order to bring this iconic American brand to the global market.
2023 - Present
Few brands have cultivated the cult following that Jeep has. Their community is one built on grassroots traditions, shared rituals, and group events. We’ve taken these real-life experiences and turned them into social moments and holidays that excite longtime fans and intrigue newcomers.
From uniquely Jeep holidays…
Tops Off Day, May 17
Seven Slot Grille Day, July 7
4x4mas, December 25
While I may not be quick and nimble physically, creatively I’m quite limber. On the daily, our team stays busy identifying and re-interpreting larger cultural conversations and social trends with impeccable speed and agility.
…to real-time trending moments…
Baseball-style trading cards for MLB Opening Day
Fans loved them so much, we ended printing real packs!
…platform-specific campaign extensions…
Copy and pasting is for verification codes and sharing links to cute animal videos, not commercials. Today’s campaigns require platform-native iterations, not than rehashed tier one spots, that make sense contextually and expand the concept beyond a :60 second super edit.
The Commercial
The Social Extension
…creating cohesion across global markets…
A lot of my best work happens behind the scenes where I create internal brand and vehicle guidelines. These materials are shared out to the global markets to help maintain a consistent look and feel across all of Jeep creative.
…to region-specific campaigns.
The Jeep Meridian was released exclusively in India and marks a new era for the brand there. Designed for the affluent adventurer, the Meridian needed a tagline and a commercial that shows how these historically juxtaposing features, the wild and the poised, find harmony in this luxury SUV.