Creative Concept

The concept behind the 170” CREW MODE (Sprinter Van) launch campaign was inspired by the opening credits of National Lampoon’s Vacation, where a series of postcards tells the story of a cross-country road trip set to the song Holiday Road.

We wanted to capture that same playful, nostalgic spirit by showcasing a wide variety of “crews” in action from a family of five and a surf squad, to mountain bikers, a bachelorette party, two couples on a ski trip, and even a little league team.

Many different crews. One capable 170” sprinter van.

Objective

Storytelling – Framed as a postcard-style road trip, inspired by the nostalgic charm of Holiday Road.

People-Focused – Highlighting real, relatable “crews” to create personal connection and human-centered storytelling. It’s all about the people.

Activity Variety – Showcasing the van in action across a wide range of lifestyles: surfing, skiing, mountain biking, road-tripping, and more to emphasize versatility.

Overlanding Identity – Positioning the van as a true overlanding rig built for rugged terrain, remote exploration, and off-grid living.

Feature Highlights – Integrating and spotlighting the van’s new and exciting features throughout every scene, from sleeping for five to the pull-out gear tray and a rooftop loft.

We also wanted to encourage Storyteller owners to submit their summer postcards from the road!

Responsibilities

Idea Creation, Concepting, Art Direction, Creative Direction, Social Design, Casting, Styling, Producer, Led the marketing and creative launch from start to finish.