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arturo

morales

Hero visual for Jeep Grand Cherokee, showcasing cinematic landscape lighting and rugged environmental manual retouching.

Overview

Working with Jeep was an opportunity to blend adventure with design. I led the art direction and digital retouching for global and regional campaigns, creating high-impact visuals that celebrate freedom, terrain, and lifestyle. Each project combined meticulous visual craftsmanship with bold storytelling — from national print campaigns to creative social media concepts that kept the brand’s rugged spirit alive.

SOFTWARE

AdobeCC

Photoshop

Illustrator

InDesign

Lightroom

AfterEffects

CHANNELS

ATL

BTL

Digital

B2C

SKILLS

Creative

Art Direction

Graphic Design

Retouching

Animation

Editorial Design

Photography

`•→` Master Graphics

Adventure in every pixel

Before the rise of AI tools, all Jeep master visuals were crafted through manual digital retouching. Each scene was built to feel cinematic and authentic — vehicles placed in epic landscapes with natural lighting and environmental realism. The goal was to make viewers feel the air, dust, and freedom of every location.

Before-and-after visuals showing B&W photography transformed into cinematic landscapes.

Billboard mockups featuring final campaign imagery in urban settings.

Billboard mockups featuring final campaign imagery in urban settings.

Subway and magazine ads highlighting the Jeep Willys in desert and mountain terrains.

Subway and magazine ads highlighting the Jeep Willys in desert and mountain terrains.

Outdoor and lifestyle visuals reinforcing the “freedom to explore” brand message.

`•→` Jeep Renegade Campaign

Modern freedom, new horizons

A fresh and youthful take on the Jeep experience, this campaign targeted urban explorers who crave spontaneity. The creative direction paired natural landscapes with contemporary photography to bridge the worlds of adventure and everyday life.

`•→` Creative Social Media

Connecting freedom to culture

From holiday campaigns to social causes, Jeep’s social media became a playground for creative storytelling. Each post merged cultural relevance with the brand’s adventurous DNA — celebrating nature, innovation, and identity in equal measure.

Mother’s Day Campaign: Mountain paths transformed into parking spots marked with “Reserved for Mom.”

Mother’s Day Campaign: Mountain paths transformed into parking spots marked with “Reserved for Mom.”

Animated papel picado featuring the iconic Jeep grille, honoring Mexican traditions, and soccer partnership: Dynamic social series connecting Jeep’s spirit to Mexico’s passion for football.

Animated papel picado featuring the iconic Jeep grille, honoring Mexican traditions, and soccer partnership: Dynamic social series connecting Jeep’s spirit to Mexico’s passion for football.

`•→` Print Collateral

Design that drives connection

Dealership books and print materials were designed to feel like lifestyle magazines rather than sales catalogs. Each page combined rich photography, storytelling, and clear information hierarchy, turning specs into experiences.igned cohesive layouts using Jeep’s photography and bold typography to maintain visual strength without losing authenticity.

Grand Cherokee catalog layout showcasing premium features and design storytelling.

Grand Cherokee catalog layout showcasing premium features and design storytelling.

`•→` Hard Sale Campaigns

Performance meets persuasion

For promotional periods, the challenge was to keep the brand’s aspirational tone while clearly communicating offers. I designed cohesive layouts using Jeep’s photography and bold typography to maintain visual strength without losing authenticity.

Monthly promotional graphics highlighting key vehicle offers.