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Creative Director / Art Director / Designer

ael augusto

raf

about

work

contact

raf

2023

CD Creative Direction

AD Art Direction

ED Editing

2023

CD Creative Direction

AD Art Direction

ED Editing

TO BREAK A VICIOUS CYCLE OF SCROLL AND TAP

Like our customers, we value freedom and discovery.

But most Jeep people are stuck indoors and on their screens, caught in the vicious cycle of a world that is growing smaller and smaller.

They needed to break free.

Like our customers, we value freedom and discovery.

But most Jeep people are stuck indoors and on their screens, caught in the vicious cycle of a world that is growing smaller and smaller.

They needed to break free.

withcivilizationfromwilddestinations

Hidden inside the Jeep grille, we discovered Morse Code – a language used to communicate with civilization from wild destinations.

withcivilizationfromwilddestinations

For true adventurers,

the strongest CTA is no CTA.

Our audience loves a challenge, so we intentionally avoided a seamless consumer journey and a CTA. Instead, our campaign turned every touchpoint into a intriguing journey through encrypted morse code messages.

The encrypted messages triggered their curiosity to follow our trail, unlock the code, and begin new outdoor adventures.

On the website they were able to decode the messages. They also created their own Morse Code signals to share and help other fellow adventurers to break out from the same vicious cycle. Triggering a morse code movement amongst the community.