YOKOHAMA TIRE: GYMKHANA 11
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
ACCOUNT:
MOTION CAPTURE:
MOTION CAPTURE:
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ADDITIONAL CONTENT:
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COPYWRITER:
Yokohama Tire
Charts+Darts
Steven Stone
Samir Hamsafar
Gabriel Flores
Andrew Linga
Gabriel Flores
Hoonigan
Steven Stone
Steven Stone
In 2020, Ken Block handed the keys to Gymkhana to none other than Team Yokohama driver Travis Pastrana. For Yokohama, this was a massive opportunity, albeit a slightly strange one.
Gymkhana is ten minutes of doing everything possible to destroy as many tires as possible... our job was to make sure the audience knew who made them.
01. THE CHALLENGE
02. THE APPROACH
We treated Yokohama's involvement as more than a sponsorship. The goal was to build a layer of content around Gymkhana that was unique to Yokohama and gave them a reason to be a major part of the conversation before, during, and after the film dropped.
Our small crew embedded with the production from early testing through the final shoot, working alongside Hoonigan and Subaru while building a completely separate set of Yokohama-owned assets.
The creative revolved around three things every Gymkhana film depends on: The Driver. The Course. The Tire.
Social content was built around each, positioning Yokohama Tire as part of what made the whole ridiculous affair possible.
For the main Annapolis shoot, we settled in with the production in Travis's hometown with one important rule: Don't stand where Hoonigan is standing.
So we found our own angles.
While Hoonigan captured the film audiences had come to see, our skeleton crew worked around them to build Yokohama's POV of the event.
03. THE MAIN EVENT
04. THE LEAD-IN
Before any of the primary Gymkhana content went live, we concocted a pre-event hype plan and put the rest of Team Yokohama to work.
We worked with our roster of athletes across different disciplines to create their own interpretations of Gymkhana applied to their own daily lives. We then turned their footage into an eight-episode series wrapped in an 80s sci-fi inspired visual treatment.
We released the episodic series in the week leading up to Gymkhana, giving Yokohama a steady drumbeat of content while building both anticipation and a retargeting audience for the actual film.
Series edited by Augie Arredondo.
