YOKOHAMA TIRE: TREAD SOCIETY
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
Yokohama Tire
Charts+Darts
Steven Stone
Yokohama already had a steady stream of enthusiasts sharing their vehicles through the #OnYokohamas social tag. We were reposting them, but not doing much beyond that.
I wanted to turn a simple UGC program into something that actually rewarded the people supporting the brand.
01. THE CHALLENGE
02. THE APPROACH
We created Tread Society, an ongoing editorial series built to spotlight the real people and real cars already running Yokohama tires.
Every month, the community votes on their favorite #OnYokohamas submissions. We pick one of our own, too, and go meet them where they are. Each short shoot becomes a small editorial package: owner stories, driving reels, still photography, and editorial details.
Now, instead of simply reposting the community, we're putting some real effort into celebrating it.
Their cars, their stories, our turn to show up.
