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

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.

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.

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.