Overview
An integrated campaign exploring permanence and change through a single keychain carried across life stages.
Role
Art Director
Year
2026
A campaign direction for Jeep leasing built around the idea that mobility changes over time. Instead of focusing on a single vehicle, the project follows one keychain that moves from car to car across different life stages.
As years pass, the keychain becomes worn, scratched and softened by use. The cars change, but freedom stays.
By centering the story on a single object rather than a single model, the campaign reframes leasing as continuity rather than replacement. Each new vehicle marks a new chapter, while the keychain carries the memory of the previous ones, turning flexibility into something personal and tangible.
Built to Move
The keychain is the constant. Attached to different keys over time, it becomes a witness to change. It ages, wears down and carries the marks of use while the vehicles around it evolve.
The leasing model allows movement between these stages without losing continuity.
The same keychain travels through each chapter, becoming a metaphor for Jeep’s Feel Free Leasing: your needs evolve, the vehicle adapts, but the sense of freedom remains.
Visual Direction
The visual system uses three Jeep models to represent different moments in life, all connected by the same keychain. The focus is placed on the relationship between object and time. Each stage pairs a different vehicle and its key with the same keychain at a different level of wear:
New and intact
Marked by time
Still holding
The environments remain neutral and grounded to keep attention on the object and its progression. Subtle material changes communicate the passing of time more effectively than explicit storytelling.
The car keys change. The keychain stays.
Leasing lets freedom move with you.
