Grand Caravan: 30 Years of Innovation
Client: Dodge, Chrysler Group LLC
Everyone knows Dodge for muscle cars, but Dodge actually INVENTED the minivan. To celebrate this, we developed an experience that highlights every generation of Grand Caravan—from the very first in 1984 to the new 2014 model. The site is an interesting blend of product innovations and key features that build buzz and excitement around the 30th Anniversary Edition (a pretty nice minivan–not that I'm ready for one).
ROLES: ACD; Lead creative direction in a team of 5 including an ACD/writer, an art director, a writer and a junior designer; Worked with ACD/writer to develop and sell concept through to the client
A llifestyle photo shoot set the tone for the story we wanted to tell
A parallax scrolling effect gives an organic feel while learning about the Grand Caravan's versatility
Users explore to find fun facts as well as product details
It was important for the copy to have the Dodge attitude—not easy when writing about a minivan
Animation and clean design play a big role when you've got tons of content
Making the experience tablet-freindly was a must
We also presented the clients with a parallax concept where users could "travel" through time in z-space
In this version, you took a trip back to the '80's
