MICHELIN TYRES
PROJECT ROLE
DESIGN DIRECTION / CREATIVE DIRECTION / ART DIRECTION
exhilaration made
to last
CAMPAIGN DEVELOPMENT
DESIGN DIRECTION
PHOTOGRAPHY & VIDEO CONTENT
DIGITAL CONTENT
CHALLENGE
For the launch of the Pilot Sport 4S tire, Michelin needed to broaden its purpose and reach from more than just their traditional advertising and in store sales tools. The brand wanted something genuine and authentic that would truely showcase the full capabilities of such a performance based tire.
APPROACH
We specifically tapped the One Lap Across America (OLAA) week long car racing event to tell the bigger story of the Pilot Sport tire. Taking an editorial style approach to capturing the action and applying that to a number of social media platforms through both video and photography. Allowing the brand to fully showcase the tires maximum performance and safety capabilities.
CAPTURING
THE
ACTION
PHOTOGRAPHY DIRECTION
LOCATION DIRECTION
To bring the dynamic elements of the race track to life, we created a photo library that celebrated both the performance and precision of not only the tires, but the drivers themselves. We collaborated with a range of photographers at each of the race stops to capture the moments of excitement and exhilaration on and off the track.
