The grille grill

In the UAE, winter is all about heading into the desert for camping, off-roading and BBQs. But all that outdoor activity also leaves behind a lot of waste.

To tackle the problem, Jeep turned one of its most iconic design features, the Wrangler’s 7-slot grille, into something built for the outdoors: a reusable BBQ grill made from real Jeep parts.

The Grille Grill gave Jeepers a more sustainable way to enjoy the places they love, turning an iconic piece of the vehicle into a practical tool for desert adventures. With no media spend, the idea relied on a simple product, strong social content and word of mouth.

I directed the shoot for the case study, developed social concepts and content, worked across the edits and produced the final case study.