Integrated Content

Jeep Compass X PopSugar

CLIENT // Jeep

Role // Creative Director

Immersive Stories of women that choose "And", not "or"

As part of the launch campaign for the All-New Jeep Compass, we partnered with PopSugar for an integrated content program titled "Break the Dawn" that would feature unique stories of women whose lifestyles embody the dynamic spirit of passion fueled exploration.

The program included 3 documentary-style native long-form videos, 3 immersive story posts, 3 native written posts and 1 #BreakTheDawn hub page. The videos were run across the PopSugar social channels as well as their own publication.

Our team worked closely with the PS team to craft an authentic integration of the Jeep brand into the videos. We found and implemented opportunities to allow for the vehicle within the story without interrupting the flow with forced branding. Together we worked toward selecting talent that aligned with the overall broader vision of the brand. The same went for the immersive story posts, native written posts and each touchpoint for the "Break the Dawn" campaign.

Long-Form Videos

01
Break The Dawn | Natalie Wall
As a medical student at the University of Utah, Natalie Wall knows all about the benefits of modern medicine. But with competitive rock climber and rising star Instagram photographer also on her resume, she knows that there is more to staying healthy and balanced than the purely physical.
02
Break The Dawn | Jerri Evans
When Jerri Evans opened her first Turning Natural juice bar in DC's Anacostia neighborhood, she could only have dreamed that it would infuse her life, and her staff's and customers' lives, with such vitality and opportunity.
03
Break The Dawn | Gabby Larussa
Gabriella LaRussa left a 9-to-5 in marketing to take her passion for fresh floral arrangements from free time to full time, and now she "can't get enough hours in the day." Getting out of bed at 4 a.m. is necessary but no sacrifice; Gabriella's first order of business is driving to the flower market to begin another day of doing what she loves.

Native Story Posts

Each native story takes key elements from the video and provides additional details that expand on the story with more in depth coverage and interactive elements. Also featured are still photography, video clips & quotes. Collectively, the content is broken up into palatable bites that guide the viewer through each story.