YOKOHAMA TIRE: FOR THE DRIVEN
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
ART DIRECTOR:
COPYWRITER
CREATIVE PRODUCER:
MOTION CAPTURE:
MOTION CAPTURE:
EDITOR:
Yokohama Tire
Charts+Darts
Steven Stone
Aaron Sauceda
Jimmy Brown
Brooke Montoya Elbrecht
Gabriel Flores
Erwin Marionneaux
Gabriel Flores
Yokohama Tire is big into motorsports. Naturally, they have a lot of great racing content.
In 2023, they came to us with a stack of said footage, almost no production budget whatsoever, and an ask: turn it into a series of persona-focused broadcast spots.
We could have made a montage.
We wanted to try just a little harder.
01. THE CHALLENGE
02. THE APPROACH
We were able to scrape together just enough budget for three very small shoots with Team Yokohama drivers Dai Yoshihara, Travis Pastrana (plus his girls), and Kristen Matlock. Then, we used those moments as a bridge into Yokohama's racing archive.
Each film moves between everyday driving and racing memories - an internal monologue where the road ahead triggers flashes of what these racing drivers know best.
One script became three variations, plus cutdowns, tailored to three different audiences and built almost entirely from existing Yokohama-owned content.
A little new footage made a lot of old footage go just a little further.
