DODGE x WIRED BRAND LAB

The Challenge: Dodge needed to connect with a younger, rebellious audience while entering the electrified performance space. The brand had to signal technological innovation without losing its core identity rooted in power, attitude, and performance. The brief called for unexpected, high-impact storytelling that could shift perception and drive awareness beyond traditional automotive marketing.

The Approach: We partnered with Dodge to translate performance and EV innovation into stories that felt human, visual, and culturally relevant. Using WIRED’s authority in technology and its editorial voice, we developed custom content formats that made complex features intuitive and engaging rather than technical.

The Result: The work repositioned Dodge as a forward-thinking performance brand, credible in the tech and EV conversation while remaining unmistakably Dodge. By humanizing innovation and embedding the brand within trusted editorial and creator ecosystems, the campaign drove awareness, relevance, and renewed cultural momentum with next-generation audiences.