dodge HORNET 

A New Breed of Muscle

The Challenge

Dodge has always been about unapologetic power, the kind that rattles windows and ignites loyalty. But how do you take that raw muscle and evolve it into a new era of performance, one that’s electrified, compact, and still undeniably Dodge?

This wasn’t just about launching a new car. It was about introducing the future of the brand to a fan base that worships its past.

The Idea

A New Breed.
We built the story around evolution, not replacement. The Hornet wasn’t asking permission to join the family; it was claiming its space. We gave the car a personality that felt young, fast, and hungry, the next generation of muscle ready to prove itself.

The tone was sharp, cinematic, a little dangerous.
The attitude was all Dodge.

The Approach

We leaned into the tension between legacy and innovation. Every line, frame, and visual detail carried that energy, power meeting precision, aggression meeting intelligence.

From the hero film to digital and social rollouts, the campaign celebrated the brotherhood of muscle while widening the circle to include a new kind of power: electric.

My Role

I led the creative vision from concept through production, aligning strategy, storytelling, and design to honor the brand’s DNA while pushing it forward. My focus was to make the launch feel less like an introduction and more like an initiation.

I worked closely with directors, editors, and client teams to ensure every touchpoint had the same heartbeat: bold, confident, cinematic.

The Result

The Hornet became Dodge’s bridge into the electric era without losing its bite. We didn’t just market a vehicle, we defined a new chapter in what performance means for a generation that wants power and progress in the same breath.

The Takeaway

Creativity at its best isn’t about reinvention, it’s about evolution with purpose. The Hornet proved that even legends can adapt without losing their soul.