Falken Tire

Falken Tire wanted to shake things up for their tire launches. We kicked things off by diving into a variety of creative concepts, from clever comedy to celebrity spokespersons, eventually focusing in on a more product-centric vibe. We liked the idea of XR (extended reality) production as we could create custom sets that would align with each tire while maintaining a very cohesive look.

As we explored and did some R&D, we started leaning toward the idea of building everything in CG. By opting for animation over the high-dollar XR production, we could craft custom sets that were just what we wanted and create efficiencies across all launches.

Tapping into the virtual screen allowed us to composite killer lifestyle footage filmed by the Falken Tire crew. And creating the cars in CG? More flexibility and more savings! Plus, real tires don’t look all that cool when they’re not on a rim. CG made the tires look amazing and heroic without the confines of the rim.

Falken Tire has got something for every car, road, and weather condition. Our first launch? The Azenis FK460 Ultra-High Performance All-Season Tire.