YOKOHAMA TIRE: TIRE SAFETY WEEK 2023
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
COPYWRITER:
Art Director:
MOTION CAPTURE:
EDITOR:
TALENT:
Yokohama Tire
Charts+Darts
Steven Stone
Jimmy Brown
Aaron Sauceda, Spencer Abrams
Erwin Marionneaux, Gabriel Flores
Gabriel Flores
Tanner Foust
After years of creating content for Yokohama's involvement in National Tire Safety Week, the challenge was familiar: make tire maintenance educational without making it feel like homework.
As usual, there was a lot of mandatory information we were required to communicate, and a roughly one-minute time limit to get it all into.
01. THE CHALLENGE
02. THE APPROACH
For 2024's installment of Tire Safety Week, we wholeheartedly embraced the questionable taste of 90s late-night infomercials and built the series around Top Gear USA host Tanner Foust as our overly enthusiastic tire-safety pitchman.
We leaned heavily into our "As Seen on TV"-inspired graphic treatment, cheesy stock footage, 8-bit animations, and an intentionally over-the-top design language that gave us not just a distinct look, but also provided layers to deliver our messaging in.
Before shooting, we mapped every piece of required information across dialogue, supers, graphics, and background elements so the education could keep moving without Tanner needing to explain everything himself.
The results? Tire safety, now with 100% more ShamWow.
