Responses by Steve Muzzin, creative director, Publicis Canada.
Background: The purpose of the project was to express Jeep’s capability in a way not traditionally explored. Rather than focusing on dominance or scale, the work aimed to show how Jeep’s legendary 4x4 capability can exist within nature without overtaking it, using the Jeep Cherokee Hybrid as the enabler. The intent was to connect with both those who already value Jeep’s capability and those who appreciate a more considered, observational approach to storytelling.
Design thinking: The idea was built around a simple shift in perspective. Instead of showing vehicles conquering landscapes, we wanted to show how they can exist within them. Using the Jeep Cherokee Hybrid’s 4x4 capability, the team captured wildlife in real environments without disrupting natural behavior. This led to the core idea of letting the wild stay wild.
Partnering with award-winning conservation photojournalist Patricia Homonylo was critical to making that possible. Rooted in ethical wildlife documentation and a deep understanding of animal behavior, her approach ensured the work was grounded in real field practices and respect for the environment. And we demonstrated that a Jeep allows Patricia to move closer and capture intimate, undisturbed pictures that feel more like portraiture than wildlife photography.
Challenges: Working within real wildlife environments, where nothing can be controlled or guaranteed. Animals don’t follow a schedule, and moments can’t be staged or repeated. Regarding our production approach, we had to approach this project with patience, adaptability and restraint.
Favorite details: We’re most proud of the restraint in both the photography and layout. By allowing the imagery to lead, the work avoids traditional automotive cues and instead communicates capability through what it enables.
We’re also proud of the moments we captured. A Canada lynx, known for its elusiveness, appeared briefly in the open. Owls, typically sensitive to human proximity, remained within the frame longer than expected. We photographed a red fox asleep in the snow, undisturbed. Each image was the result of patient, timing and a deliberately minimal approach.
New lessons: We were reminded that wildlife photography is defined by patience, not pursuit. The project also reinforced how sensitive wildlife is to human presence and how small shifts in approach can significantly change what is possible.
Visual influences: The work was influenced by conservation photography and publications like National Geographic and Canadian Geographic. We looked to a visual language rooted in observation and restraint, rather than spectacle.
The goal was to create something that felt like it belonged within documentary photography, where the subject holds the focus, and the environment is respected instead of dominated.
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