In the past, the Dodge Durango has been synonymous with "truck" and "Hemi"—NOT what the client wanted top-of-mind when revealing the redesigned 2014 model. So, the challenge was as "simple" as this: leverage the slick, new design to change the consumer's mindset about the Durango while still staying true to the fact that this is one helluva tough SUV. Oh, yeah—with virtually no images until a week before launch and a special request for a parallax experience.

 

We came up with a concept we called "Rugged and Refined"—a truly ownable idea that highlights the powerful, utilitarian side of the Durango as well as the beauty and craftsmanship that went into the redesign. Together, it's a combination that can give high-end competitors a run for their money.