Jeep Vehicle Launches
Creative Direction · July 2013 – August 2017
Every new Jeep vehicle launch was a high-stakes creative and strategic undertaking — months of planning, coordinated across brand, product, marketing, and agency partners, culminating in a digital experience that had to generate excitement, drive pre-sales, and then convert browsers into buyers. Over four years, I helped lead that process for three major vehicle launches, building a repeatable release strategy that brought structure and creative ambition to every stage of the journey.
My role
Engaged from the very start of creative strategy — working directly with dedicated vehicle brand managers and agency partners to shape the communication and release approach for each launch
Built launch tactical roadmaps that organised content, asset planning, and campaign sequencing for our clients — giving teams a shared structure to coordinate across a complex, multi-phase release
Led visual and aesthetic direction for vehicle imagery — working with our 3D animation agency to develop a catalog of assets built for both US and international markets
Directed the full creative arc from pre-launch teaser through to full reveal — overseeing digital destinations, art direction, content strategy, and build & price configuration experiences
Coordinated live-stream creative direction for auto show vehicle reveals, integrating real-world event moments into the digital launch experience
Creative Direction — Jason Mills, Jim Borwick
Art Direction — Matias Palacios Hardy, Sherry Tang, Aaron Aylward, Annie Tung
The three-phase launch framework
Each vehicle launch followed a structured release strategy we developed to build momentum from first whisper to full availability — moving customers from curiosity to commitment across three deliberate phases.
Phase 1
Pre-teaser — generate excitement and leads
A carefully crafted pre-launch moment designed to build anticipation before any vehicle details were revealed. The goal was early lead capture and brand buzz — getting the Jeep community talking before the product was visible.
Phase 2
Teaser — reveal key features and drive pre-sales
A selective reveal of standout vehicle features to deepen interest and activate pre-sales. This phase also included live-stream creative direction for auto show reveals — bringing the physical launch event into the digital experience in real time.
Phase 3-6
Full launch — reveal everything and convert
The complete vehicle reveal — all features, full content, and a build & price configuration experience designed to move customers from inspiration to purchase intent. The digital destination became the primary sales tool at the moment of peak demand.
Jeep Compass - Launch Strategy and Tactical Roadmap
Jeep Compass Reveal Experience on Jeep.com
Key launches
2015 Jeep Renegade
New model launch — Kaleidoscope teaser experience & full digital launch
2016 Jeep Compass
New model launch — reveal experience, visual language & tactical roadmap
2017 Jeep Wrangler
Full redesign of an iconic model — content strategy, digital experience & asset direction
Global asset direction
Vehicle launch assets weren't built for a single market. Working with our 3D animation partners, we developed a comprehensive catalog of imagery — directionally consistent across US and international markets, with the creative and aesthetic direction driven by our team. Every image was considered in the context of the broader visual language we were building for the vehicle, ensuring coherence from the first teaser through to the full launch.
Jeep Compass Launch - Asset Direction / Visual Language
Spotlight — Jeep Renegade Kaleidoscope
For the Renegade launch, we created a pre-teaser digital experience called Kaleidoscope — a visually driven interaction designed to generate excitement and brand recognition ahead of the reveal. The experience gave customers a way to engage with the Renegade's personality before a single vehicle detail was public, producing custom background images as a shareable, personalised takeaway. It set the tone for a launch that sparked conversation across Jeep's social channels, fan forums, and automotive media.
Jeep Renegade Launch - Kaleidoscope Experience
These launches represent some of the most complex, high-visibility creative work of my Jeep tenure — coordinating brand, product, marketing, and agency partners across months of planning to deliver digital experiences that had to perform on day one.