Jeep Wrangler: Redefining Exploration for a New Generation

The Challenge: Translating Off-Road Spirit to an Urban Mindset

Jeep’s legacy is rooted in rugged, off-the-grid freedom. But for Latin America, that message needed reworking. The target audience was younger, urban, and digitally fluent. Mud-splattered toughness didn’t resonate with a generation surrounded by concrete, not wilderness. The challenge was to take Wrangler’s iconic spirit and reshape it for those whose adventures start in cities, not on trails. The goal was to create a campaign that felt aspirational, grounded, and unmistakably modern.

The Concept: Strip It Back. Set It Free.

Instead of showing the world as it is, we reimagined how it could feel. The campaign used stripped-down visual elements like black-and-white star charts and topographic maps with all altitudes set to zero. These created a calm, expansive canvas. The only flash of color was a red Wrangler, placed quietly in the middle of it all. Headlines like “Discover the stars that are not on social media” and “The world feels flat when you’re driving a Jeep” invited viewers to leave behind noise, expectation, and distraction.

This was about freedom, but reframed. Less about conquering terrain and more about rediscovering perspective.

Creative Direction: Minimalism as a Statement

Every execution followed the same restrained language. The vehicle was always small in the frame, allowing space to speak. Billboards, print ads, and digital placements worked as visual breathers. Each one challenged the pressure of modern life by making room for something quieter and more intentional.

The monochrome aesthetic wasn’t just a design choice. It was a philosophy. A call to pause, zoom out, and notice what gets lost in the scroll.

The Platform: Wrangler Adventure App

At the center of the campaign was a digital companion designed to build long-term engagement. The Wrangler Adventure app offered curated trail recommendations, real-time conditions, and a personalized passport that logged every journey. Users could unlock soundtracks, earn badges, and connect with other drivers through shared routes.

It blended traditional Jeep club culture with a digitally native format. The app became a tool for self-guided exploration and a space for users to write their own version of the Wrangler story.

The Impact: From Campaign to Community

The campaign sparked new interest in a legacy brand by speaking in a language the audience hadn’t seen from Jeep before. It avoided the expected and invited reflection. More than a launch, it became a mindset. It encouraged users to explore not just landscapes, but their own sense of freedom. The Wrangler became more than a vehicle. It became a signal for people ready to disconnect, look up, and move forward.

Designing a Journey, Not Just a Message

The campaign was shaped to feel focused, quiet, and intentional—something that stood apart from the noise without trying to compete with it. Along the way, I worked closely on keeping the idea consistent across every touchpoint, making sure the visuals, voice, and experience all told the same story. Wrangler didn’t need to say more to mean more. It just needed space to speak.