Jeep
The world is your playground
Jeep's brand identity is closely intertwined with a sense of freedom and adventure. The creative brief for this project was that we wanted to emphasize the brand's strong connection to nature while underscoring the brand's promise that a Jeep can take customers off the beaten path and into the great outdoors.
As the art director, I collaborated closely with a copywriter to come up with a powerful tagline that would capture this value proposition. In the brainstorming phase, the concept "the world is your playground" was born.
Starting from a basic sketch by the copywriter, I then labored to create this unique and striking visual representing the wild seen by a Jeep owner, where a river becomes a road and the world becomes a playground.
