The Challenge —
In collaboration with the Jeep brand agency we were challenged with creating a Facebook Canvas (Now they call it Instant Experience) ad unit to support the Grand Cherokee `Free to Be` campaign. The campaign featured both Summit and Trailhawk trims, highlighting the purposeful details included in the different trim levels.
To align with the campaign I designed a split experience which features two separate canvas units that mirror each other. The opening page uses a bit of a hack to lead the user into each experience where the Summit and Trailhawk buttons are stacked on top of each other but simulate a left or right button.
Free to Be
A choose your own trim adventure.
All of the content in the unit was created from still images from the FCA asset repo of videos we had previously shot for other purposes. To bring the still images to life I cut them up into layers and animated them to give a parallax feel and adding in the supers to call out features.
For the video assets I tracked the footage and added in the super in a similar way to create a familiar vibe throughout the entire experience.
Click the Video, Take the Ride.
The Props —
After running the unit Facebook dropped by to inform us that the ad out performed every other automotive canvas unit to date! They also featured it at their annual developer and content conference F8 as well as featuring it as a case study on Facebook for Business.
Facebook used some of my vehicle photography on the case study page as well. 😎
