YOKOHAMA TIRE: F&B SERIES
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
MOTION GFX:
ART DIRECTOR:
MOTION CAPTURE:
EDITOR:
PHOTOGRAPHER:
PHOTOGRAPHER:
Yokohama Tire
Charts+Darts
Steven Stone
Shawn LeBouttillier
Spencer Abrams
Gabriel Flores
Gabriel Flores
Steven Stone
Daniel Kruthanooch
Yokohama Tire makes a hell of a lot of tires. Different vehicles, different drivers, different environments, and a lot of very specific reasons to choose one over another.
When they asked my team and I to build a Features & Benefits video series capable of explaining every single one of them, we knew we had some figurin' to do.
01. THE CHALLENGE
02. THE APPROACH
First, we broke Yokohama's product stories into four consistent communication pillars, creating a repeatable structure that could work across the entire line, from minivan tires to race slicks and extreme off-road rubber.
Then we built the production system around it. We built a nimble, guerrilla-style shooting setup, complete with a street-legal camera car, that let us move quickly with minimal permitting and paperwork.
Every tire was paired with the right vehicle, environment, music, and visual language for its intended use. We used neighborhoods, canyons, fire roads, racetracks, and hardcore off-roading trails.
In the studio, we developed product-specific setups using water, gravel, mud, snow, and more to make individual tire features more tangible. Every shoot also produced a library of still and motion assets that now live across Yokohama's social, PR, product pages, and sales materials.
Nearly 50 films later and it's still the first thing we shoot when Yokohama launches something new.
