Dodge Digital

Imagery and assets for the Dodge Website

The “Live Life in Full Throttle” campaign captures the brand’s spirit of performance, power, and passion. It’s an invitation to break free from the ordinary and embrace the exhilarating thrill of driving a Dodge vehicle—designed for those who seek adventure, power, and uncompromising performance at every turn.

This campaign taps into the hearts of thrill-seekers, adrenaline junkies, and those who live life without hesitation. Dodge drivers don’t just want to get from point A to point B—they want to experience the rush of the road, the roar of the engine, and the excitement that comes with pushing the limits. “Live Life in Full Throttle” is a celebration of that pursuit, a call to accelerate through life and embrace every challenge with intensity and excitement.

Through powerful imagery, high-energy storytelling, and dynamic video content, the campaign showcases the raw performance and aggressive design of Dodge vehicles. The visuals highlight the speed, muscle, and boldness of the brand, pairing the vehicles with scenes of freedom, adventure, and living life on your terms. From racing through open roads to conquering city streets, each story reflects the core ethos of Dodge: a relentless drive to go further, faster, and with confidence.

The tagline is a rallying cry for Dodge enthusiasts—an expression of the brand’s commitment to performance and a reminder that driving a Dodge is about living in the fast lane. It’s not just a car; it’s a lifestyle. The “Live Life in Full Throttle” campaign captures that electrifying sense of power and possibility, encouraging drivers to embrace the thrill of the ride and take life at full speed.

The Pitch that Won:

Concept: The all-new Dodge Charger—Leader of The Resistance.
Statement: To all the changemakers, the rebels who refuse to conform to the rigid standards set by society, and those who challenge the status quo—welcome to The Resistance. This is a secret society for all those who crave the freedom of the open road, powered by the all-new Dodge Charger.

The strategy was to position the redesigned Dodge Charger as a symbol of defiance, designed for those who push boundaries and resist conformity. The Charger isn’t just a car; it’s a rallying cry for the outliers, the rule-breakers, and the forward-thinkers. The campaign aimed to make a bold statement, creating a sense of empowerment and individuality for those who reject the ordinary.

Visually, we created an immersive experience, placing the Charger inside a dramatic, cave-like environment that symbolized the hidden, exclusive nature of “The Resistance.” Within this setting, the car was presented as a hologram—a futuristic, unattainable symbol that was now within reach.

The experience was further personalized through the introduction of a virtual guide, an avatar named Charles, who led users through the journey of designing their own Charger. Charles provided a step-by-step walkthrough of the car’s features, offering videos, interactive icons, and user-generated content (UGC) that allowed the audience to customize the car in a way that felt unique to them. This digital journey emphasized the Charger’s versatility, allowing users to feel like they were truly part of something bigger—an exclusive movement for those who dare to drive differently.

The immersive, interactive experience was built to resonate with a community that values individuality, freedom, and resistance to the conventional. It wasn’t just about showcasing a new car; it was about positioning the Dodge Charger as the leader of a movement, a car designed for those who refuse to follow and are ready to take the wheel of their own destiny.