YOKOHAMA TIRE: PIT LIFE 2026
CLIENT:
AGENCY:
DIRECTOR:
PRODUCTION CO:
CREATIVE DIRECTOR:
WRITER:
CREATIVE PRODUCER:
DoP:
SIGN PAINTER:
MOTION CONTROL:
SOUND MIX:
VFX:
COLOR:
Yokohama Tire
Charts+Darts
Jeremy Miller
JMillsEnt
Steven Stone
Steven Stone
Talmage Cromar
Andreas Petker
Shawn McKinney
Override Films
Lockt Post
Brickyard VFX
Company 3
In early 2026, Yokohama Tire came to us with a request: create a new :30s companion piece to a series of spots we'd created 4 years prior.
The mandatories? Use the same gag, make sure there's a :15s that matches the format of the existing campaign, tailor messaging to a newly developed CUV-driving persona, and refresh the execution for 2026.
In short, make something that could play in the same world without making an identical piece.
01. THE CHALLENGE
The original 2022 Pit Life spots
02. THE APPROACH
After drafting a dozen or so options, we landed on a script that Yokohama felt fulfilled their Adventure Bound ethos. Then, we partnered with my longtime friend, director Jeremy Miller at JMillsEnt to help us give the latest PIT LIFE spot a serious production upgrade.
Motion control, bigger moves, and a lot of hyping each other up helped us find new ways of seeing the product that we hadn't tried before, even after 8 years of shooting tires.
We brought back the Pit Crew, built them a world to inhabit, and let everything be bigger, more fun, and better looking.
Oh, and we gave my toddler a cameo. Nepotism starts young.
