YOKOHAMA TIRE: IRL TEST RIDE
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
ART DIRECTOR:
COPYWRITER:
Yokohama Tire
Charts+Darts
Steven Stone
Aaron Sauceda
Jimmy Brown
Yokohama Tire has heaps of social stories showing professional drivers pushing their products to the absolute limits.
Which is cool.
But my team and I wanted to tell some stories for everyone else that'll likely never experience Yokohama's tires on a racetrack.
01. THE CHALLENGE
02. THE APPROACH
We created IRL Test Ride, giving real people a set of Yokohama tires and asking them to put them to the test in actual real life.
We chose people from our own network that we knew lead interesting lives, drove capable vehicles, and were able to tell their own stories. We shot the first episode ourselves to establish the format, then left it to the creators, working with each participant to document the experience their own way. Each test ride ends with the drivers giving us their own take on the tires.
No race suits, no podiums. Just people using their tires IRL.
