Performance Made Us Do It
The Complexity
Dodge had a devoted audience that wanted nothing to do with electric vehicles.
The technology had arrived to build something faster and more powerful than anything Dodge had ever made but the audience that cared most about performance was the most resistant to electric.
The Idea
We built the entire repositioning around that tension. “Performance Made Us Do It” gave Dodge loyalists permission to embrace electric without compromising anything they had always stood for.
The beloved Fratzog logo came back as a beacon, reflecting the past through a kaleidoscopic lens to signal what was coming. The iconic hash marks were reimagined as energy symbols, carrying the brand’s legacy into a new era without leaving it behind.
We developed a visual system in close collaboration with Dodge’s design and engineering teams, keeping creative and technology in constant conversation.
The Outcome
The work cleared 40 million impressions, drew coverage across business and trade press alike, and put Dodge back at the center of the performance conversation. Social engagement climbed across every platform, up 628% on YouTube, 468% on Instagram, 451% on Facebook, and 136% on Twitter.
- Brand Strategy
- Creative Direction
- Art Direction
- Graphic Design
- Identity Design
- Cg
- Animation
- Video Production
- Event & Exhibition Design
Performance Made Us Do It became the highest performing Dodge commercial in over a decade.
- Mophonics
- Nate Calie
- The Den
- X-15 Central Command
- Chapeau Studios
- Keli C.
- Brad Herbst