Jeep.com
Creative Direction & Art Direction · July 2013 – August 2017
When I joined the Jeep.com team, the site was one of the largest automotive destinations in the world — but the creative operation behind it wasn't built to match that scale. Campaigns took months. Assets were sourced from print brochures and arrived needing heavy retouching to work on screen. There was no design system, no shared visual language, no efficient path from brief to launch. Over four years, I helped change all of that.
No. 1
J.D. Power automotive website ranking, 2015
300K+
Weekly visitors to Jeep.com at its peak during our tenure
Months → Weeks
Campaign time-to-market after design system adoption
Ranked No. 1 — J.D. Power 2015 Manufacturer Website Evaluation Study
The semiannual study measures the usefulness of automotive manufacturer websites during the new-vehicle shopping process. Jeep.com consistently placed in the top 10 in each throughout our tenure, reaching No. 1 in January 2015.
My role
I shared Creative Direction with Jim Borwick — he led copywriting and narrative strategy while I led art direction and owned the visual creative direction across the site. Together we set the strategic vision for how Jeep.com should look, feel, and function as a brand destination.
Creative Direction — Jason Mills, Jim Borwick
Art Direction — Jason Mills, Matias Palacios Hardy, Sherry Tang, Aaron Aylward, Annie Tung
What I did
Co-led the creative and strategic vision for one of the world's largest automotive websites — balancing the practical needs of a vehicle research tool with the aspirational pull of the Jeep lifestyle brand
Drove the adoption of a design system approach for Jeep.com — moving from a costly, bespoke campaign model to a structured template system connected to an Adobe CMS, reducing time-to-market from months to weeks
Worked closely with Jeep Product, Brand, and Marketing teams to define content strategy, asset planning, and feature storytelling for each model year release
Transformed complex engineering stories into compelling, customer-facing digital narratives — turning technical vehicle features into relatable, visually rich experiences
Led art direction across vehicle launch campaigns, overseeing composition approvals, asset production, and the creative quality of all digital touchpoints
From execution agency to strategic partner
Jeep.com was the core launch customer for a new Adobe CMS-driven design system built in partnership with our in-house Sapient platform team. Working closely with that team, we helped inform, test, and scale a solution that would eventually roll out across all Stellantis brands — making Jeep the proving ground for a platform used by an entire automotive group.
That shift changed everything about how we worked. What had been a website execution relationship became a genuine strategic partnership — with us leading creative and content strategy around vehicle launches and seasonal campaigns, including some of the most visible moments in the automotive calendar. That included Super Bowl marketing campaigns, where the stakes for brand storytelling were as high as they get.
Rebuilding the asset pipeline
Before I joined, digital assets were largely repurposed from print brochures — delivered by outside agencies without digital production in mind, requiring extensive retouching to work at scale across responsive layouts
Built partnerships with 3D animation and photography partners to create a robust library of HDRI domes and custom backgrounds tailored to each vehicle segment — assets built for digital from the start
Integrated a 3D previewing process that compressed composition approvals and creative direction from weeks to hours — enabling faster iteration and a far richer collection of vehicle feature assets
Led efforts to produce more dynamic, animation-driven content that communicated vehicle features with clarity and impact — making technical stories accessible to everyday customers
Jeep Compass Launch Images
Key vehicle launches
2017 Jeep Wrangler
Full redesign — content strategy & digital experience
2016 Jeep Compass
New model launch — content strategy & digital experience
2015 Jeep Renegade
New model launch — content strategy & digital experience
“I love jeep.com. The images are rich and insightful. The experience is easy and functional while inspiring customers to dream and to dare. ”
The Jeep.com work spans five years of campaigns, launches, and creative system-building. I'm happy to walk through specific projects, the asset production approach, or how we thought about balancing brand storytelling with shopping utility.