YOKOHAMA TIRE: ADVAN ESSENTIALS 2022
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
PHOTOGRAPHER:
COPYWRITER:
ART DIRECTOR:
MOTION x EDIT:
Yokohama Tire
Charts+Darts
Steven Stone
Steven Stone
Jimmy Brown
Aaron Sauceda
Gabriel Flores
While making the original Pit Life campaign, we sourced a vintage ADVAN "Challenge Spirit" jacket from the 80s and gave it a starring moment in our Culture Seeker spot.
People noticed. A lot. And made demands.
So we decided to bring it back.
We reimagined it (very mildly) for a new generation, then built a small ADVAN capsule collection around it.
01. THE CHALLENGE
02. THE APPROACH
We recreated the jacket alongside a tee and hat, then brought Gabby (the star of our Pit Life: Culture Seeker spot) back to connect the collection to where it all started. We added in car-scene favorite Mae Col as additional talent, brought in an ADVAN-liveried Hakosuka, and built a neon-soaked visual world specifically for the launch.
I developed the lighting approach, photographed the lookbook, and creative directed a rollout that covered all social channels, including teasers, reels, and animated carousels.
Then we took it to Bowls Speed & Style in Little Tokyo, threw a party, invited everyone out, and put this little collection on sale.
We sold it out in 48 hours.
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