Dodge leaves competition in emission Free dust
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In a world of boring electric vehicles and their even less inspiring advertising, Dodge sought to convert their gas-guzzling and Hemi-humping loyalists with a new vehicle that could live up to their diesel drenched legacy.
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So to avoid losing cultural relevance for going electric we needed to shift the world’s perception of EVs to make way for Dodge's first EV and the world’s first electric muscle car; the Dodge Charger Daytona EV.
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This launch turned into a manifesto and declaration against the mundane by parodying predictably boring EV ads with an unapologetic middle finger to convention in a showcase of head turning next-gen electric performance.
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Working from the concept through production I helped generate the work that would define both Dodge’s newest product launch and platform for their future electric lineup.
Product Launch
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Platform Development
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Brand Building
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OLV & TVC Production
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VFX & Postvis Direction
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Product Launch ＊ Platform Development ＊ Brand Building ＊ OLV & TVC Production ＊ VFX & Postvis Direction ＊
From the first frame to the fast lane.
How we made a car ad without a car
From the first frame to the fast lane.
Introducing the Framestore
With the vehicle still in preproduction, we worked with VFX to develop a stand-in rig, digitally dressed in post. I assisted in leading the post VFX and video teams to help maintain model consistency, showcase features, and develop a memorable showcase in EV performance.
Stand-In Vehicle
Minimum on-set reference for a car still in pre-production.
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Post Direction
The Charger was digitally created in post so I closely scrutinized every frame.
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Capturing Content
Assisted in the planning, shooting, editing and directing VFX and editorial scenes.
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Tracking points
I led planning and storyboards in PreVis.
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Our parody redefined EV marketing and flipped the finger to convention.
By parodying our competitor’s greenwashed advertising and reframing the narrative by showcasing the Dodge Charger EV, with a head turning demonstration in performance, we flipped EV perceptions, fueled social discourse and sparked sales.
Key Performance Indicators
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Key Performance Indicators ＊
From the launch of Dodge’s first EV to putting Nissan on the map and reinventing Corvette for a new generation of drivers.
Our parody redefined EV marketing and flipped the middle finger to convention.
Key Performance Indicators
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Key Performance Indicators ＊
Media Recognition
SO WHAT’S NEXT?
From the launch of Dodge’s first EV to putting Nissan on the map and reinventing Corvette for a new generation of drivers. Let’s roll!
