shaun strack

Dodge 
model year refresh

Creative Direction
Design

In today's "attention economy," digital banner advertisements have mere seconds to make an impact and earn their keep. For Dodge's 2026 Model Year Refresh (MYR), the objective was to move beyond simple “new look” seeking awareness, and to achieve true "interruption" and get noticed. This required a strategic approach to overcome the inherent limitations of static ads and maximize engagement within fleeting moments.
Our strategy was to unleash Dodge's rebellious spirit with data-backed creativity. Built on two core pillars: leveraging proven cross-brand success within the Stellantis portfolio and amplifying Dodge's distinctive brand identity through innovative creative and technology.

Then to take all that and turn it up to 11.



burnout

Dodge is "not any old brand", possessing a unique "rebellious nature" and a consistent sentiment across its entire product lineup – "Look, Drive, Sound, and Feel like a Dodge". Our creative approach focused on bringing this nature to life through three key principles:    
Fast: Incorporating motion and animation to embody Dodge's spirit.    
Bold: Delivering provocative messages through both content and presentation.    
Unleashed: Utilizing cutting-edge technology to realize ambitious creative visions



introduce yourself

We started with exploring ways to build AI-driven motion that transforms static assets into dynamic environments, pushing visual limits while respecting vehicle capabilities. Furthermore, using this framework we ensured that we could support additional intro animations and tie them to key messages. So, when there was a TV spot to support we were ready. Or if there was a dry spell in assets we could swap in a dynamic static animation to share more angles and features.





suprise and delight

It wouldn’t be very “Dodge” to simply change a button color, so we designed hover states that help demonstrate the personality of Dodge as well as show off additional details.



just showing off

We explored and integrated an alternate hover state that provides "the facts," fitting in "baseball stat” hover states to show up in a way that only Dodge can own. Literally bragging about their stats these interactions are perfectly aligned with showing off the features Dodge fans care about, and talk about, the most.



the endemic challenge

On the flip-side of the more picturesque lifestyle banner is the hard-working endemic banner. These are typically the ones that fade into noise on shopper sites. But we made it our goal to make them feel right at home next to their lifestyle kin. And, while we were at it, gave everyone a chance to do some burnouts while scrolling around the web.
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