Making capability the visual story.

My role

Concept development, art direction and AI-assisted product motion, developed through Two Bites.

The idea

The Wrangler’s relationship with terrain became the organizing principle for the films and stills.

The decisions

I paired wide landscapes with close product details. Canyon walls and open desert establish scale; tire tread, bodywork and fractured rock bring the story back to the vehicle. A transition to the city after dark introduces a different pace and setting. Across those environments, consistent vehicle details and visual treatment keep the product at the center of the work.

My contribution

Concept, storyboards and art direction. I directed the AI production and took every frame through retouching and final delivery.

How it was made

This one began on a Figma board: storyboards, frame layouts and space for copy, planned before a single image existed. The raw material was photography of the real Wrangler. From there I used AI to build the terrain around it: canyon walls, open desert and finally the city after dark, first as stills, then as moving shots. Off-road scenes push a vehicle's details hard, so I kept iterating until the grille, tires and proportions stayed consistent from shot to shot. Retouching in Photoshop and finishing in the Adobe suite closed the gaps that generation leaves behind.

The work

Three films and ten still images, including landscape compositions, product details and layouts with space for campaign copy.