6 years ago I heard the word “Moab” for the first time; I actually didn’t even know it was a word, I just assumed it was an acronym or some kind of Jeep lingo. Over the years I came to know it as this annual crescendo of excitement among the Jeep design staff which culminated in shipping a handful of badass one-off Jeep builds to Utah. A couple days later my facebook feed would quickly become over run with selfies and photo bombs of my friends in the desert, posing on sketchy looking overhangs, and convoys of show cars being used in ways which would make most design managers have a complete melt down. Upon their return they’d attempt to explain the epic nature of the trip, complaining that no words or images could do the landscape or the capability of the Jeeps any justice.

Last week I was fortunate enough to make the pilgrimage myself. Unfortunately I can only confirm that it is true, no image or words in my grasp can come close to describing this part of our planet. Nothing can prepare you for the glory of mans accomplishments in engineering than when you feel your Jeep crawling over seemingly impassable obstacles. I’m certain you think I’m being melodramatic. Sure it’s not exactly landing a rover on Mars, but as far as I’m concerned, it might as well be.

Click the link to check out my meager attempt at capturing this place. I’ll just shut up now.







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