About The Project

Our Approach

I knew we couldn’t make a traditional car commercial. Our audience would see through that immediately. Instead, I wanted to show the Compass through real experiences that our listeners could actually see themselves in. The key was using a trusted and familiar talent to make it feel less like advertising and more like a genuine co-sign. I planned the story to naturally move from city life to outdoor adventures, showing both sides of what the vehicle could do without being heavy-handed about it.

Deployment

I planned a clear story for each content piece, showing the Compass moving from city scenes to outdoor trips. My team and I scouted multiple locations to film that showed both aspects. During filming, I directed the shots, focusing on “loose-feeling” videos of the Jeep in action and telling a story that resonated with our listeners. It was important to me that the content didn’t feel like an ad, but more like a genuine co-sign from a trusted on-air personality that could tell a great story and generate new leads for the client.