Client: BFGoodrich
Project: Phenom Tire Launch
BFGoodrich is the #1 off-road tire brand in the world. In recent decades they had fallen off in the on-road space since the Radial T/A tire. BFGoodrich sought to reclaim its former glory with the g-Force Phenom T/A. To overcome the lack of global on-road awareness, we partnered with our clients to create the campaign “We Aren’t Stock” that allowed us to celebrate the different communities around the world who use their vehicles as a canvas for self expression. This took us to the United Kingdom, Japan and Los Angeles, using the local car communities and their one-of-a-kind cars as our talent.
My Role: When the brand returned to the on-road space, authenticity was everything. This was also our first large work-from-home project during the pandemic, which gave me a rare chance to dive deep into the JDM/tuner scene. I wrote each story arc, hand-illustrated storyboards, built shot lists scene by scene, and built hero moments for print. To make every scene feel real, I found and collaborated with talent from the Speedhunters community. On set, I directed video and photo teams and oversaw music, motion graphics, retouching, editing, and color grading.
Behind The Scenes
