🏕️ Camp Jeep — Experiential Brand Video Campaign

Client: Jeep / NAIAS
Role: Creative & Visual Director
Scope: Campaign concept, on-site production, post-production, and multi-city rollout

Overview

Camp Jeep is the signature experiential activation at the North American International Auto Show — a high-energy, immersive off-road experience designed to showcase Jeep’s performance, lifestyle, and brand spirit.

My role was to concept, direct, and execute a series of “hype” videos that captured the intensity of the experience and drove excitement, participation, and brand alignment across multiple U.S. markets.

The Challenge

Camp Jeep is not a static exhibit — it’s a dynamic, physical experience built on motion, elevation, and adrenaline. The challenge was to:

👉 Translate a visceral, in-person experience into compelling video content that preserved energy, authenticity, and brand credibility.

The content needed to:

• Appeal to Jeep enthusiasts and first-time attendees

• Reinforce Jeep’s rugged, lifestyle-driven brand identity

• Perform across digital and promotional channels

Creative Strategy

Rather than relying on traditional auto-show footage, the approach focused on immersive storytelling:

🎥 Experiential Point of View

• Captured footage from within the experience — not just around it

• Prioritized motion, scale, and participant reaction

🧭 Brand Alignment

• Matched visual tone, pacing, and music to Jeep’s adventurous identity

• Ensured messaging reinforced Jeep’s positioning as a lifestyle brand, not just a vehicle manufacturer

📍 Multi-Location Consistency

• Directed content capture across multiple Camp Jeep installations

• Maintained a consistent creative vision while adapting to each location’s layout and audience

Execution

• Led on-site creative direction, shot planning, and capture

• Oversaw scripting, interview prep, and narrative flow

• Directed post-production, music selection, and final edits

• Delivered video assets for promotional and digital use across U.S. markets

Results & Impact

The resulting video content:

• Elevated Camp Jeep’s digital presence

• Increased excitement and anticipation around the experience

• Strengthened Jeep’s lifestyle positioning at one of the industry’s largest automotive events