INK was tasked with creating a national TV campaign for Yokohama Tire. The goal was to tease and reveal the unsung hero of the automobile in a way that would be disruptive in the category. With a great script and a formative concept, we went into R&D mode to design what a “tire build” might look like.

The Original

We designed and animated the spots with Cinema 4D and Flame. During production, we produced additional assets for the campaign that included animated frames for the main backdrop of the new microsite.

We also produced hi-res stills of the hero tire for cross channel promotion along with a behind-the-scenes video as a client bonus. The score and mix were done with our partners at Formosa Music Group.

The result was not only a very happy client, but a successful campaign that has extended over 4 years now with versioning for various promotions.