YOKOHAMA TIRE: ADVAN ESSENTIALS COLLECTION
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
PHOTOGRAPHER:
COPYWRITER:
ART DIRECTOR:
MOTION x EDIT:
Yokohama Tire
Charts+Darts
Steven Stone
Steven Stone
Chris Voss
Aaron Sauceda
Andrew Salama
For decades, the ADVAN name has stood for performance, motorsport dominance, and cultural style points.
A new apparel collection needed to feel like an extension of that legacy, not just another logo tee.
01. THE CHALLENGE
02. THE APPROACH
To do the collection the justice it deserved, we treated ADVAN Essentials like a proper drop.
I photographed the lookbook and directed the launch campaign, spanning teasers, reels, stills, website assets, and more to give the collection a world of its own.
Then, we took it into the real world. We launched the campaign and collection at the Hypedrive + Jeff Staple CARS+KICKS event in Los Angeles, complete with merch, some great cars, and a fresh set of ADVAN tires up for grabs.
