Introducing the 2007 Jeep Wrangler Unlimited, the first available four-door 4×4 convertible Wrangler.
The Challenge
Introduce the new Wrangler Unlimited and communicate what made this version of the iconic Jeep different in a way that would capture the imagination of its audience.
The Approach
The Wrangler had earned the nickname “the bug,” which became the starting point for the creative concept. I developed an encyclopedia-style treatment that dissected the vehicle into its individual components, turning its distinctive features into the characteristics of a newly discovered species.
The concept gave us a playful way to communicate the vehicle’s functionality and distinctive design while reinforcing the Wrangler’s sense of adventure and individuality.
The Outcome
The concept was enthusiastically received by the client and became a distinctive creative platform for introducing the new Wrangler Unlimited.