Coming off the campaign we did for Jeep Renegade, we were stoked about the bad-ass spirit of the brand. The more we’d learned about the car and its driver, the more we knew that both were made to stand out. The challenge? Putting all those feels into one bold little spot that would be just as fearless, unique and original. So we made a passion piece!
Friend, brilliant writer and Jeep Renegade driver Eddie Snyder immediately got what we were after and penned the cleverness that holds this spot together. With a clapping, bouncing sound track, the Renegade pops and turns, in a photo-real-looking fantasy we built entirely with computer graphics, letting color, pattern and design tell the message.
Opening with a “Don’t” to black and white conventions, and a “do” to brilliant colors like blue, tangerine, red, & shocking yellow, we shift the car from solids to a shower of dots.
Colors splash over the car, evolving with every turn to a wilder fantasy canvas: Red and white Jurassic T-Rexes, patterned with Nordic poinsettias, come first, followed by a tattoo-artist’s dreamscape of daggered hearts, skulls and cobras. With a flash-nod to Renegade’s off-road capabilities, we cover the car with a topographic map, all mountain curves, river bends and place names. Then? We move from Jagger-esque hot lips, to geometric tree forms and camouflage. There’s a red-and-black plaid-scape, green raindrops, galactic space dust, and graffiti. All finishing with the car in eye-popping pink-purple-blue tie dye.
Original? Yes! We love this piece because it shows that design can lead in the CG space. Color, pattern, and composition can communicate a lot about a brand, if given the chance.