YOKOHAMA TIRE: PIT LIFE 2026
CLIENT:
AGENCY:
DIRECTOR:
PRODUCTION CO:
CREATIVE DIRECTOR:
WRITER:
ACCOUNT DIRECTOR:
CREATIVE PRODUCER:
DoP:
1st AD:
Yokohama Tire
Charts+Darts
Jeremy Miller
JMillsEnt
Steven Stone
Steven Stone
Erika Tontchev
Talmage Cromar
Andreas Petker
Stefania Barr
SIGN PAINTER:
FABRICATION:
1st AC:
MOTION CONTROL:
MOTION CONTROL TECH:
GAFFER:
KEY GRIP:
2nd AC:
BBE:
BBG:
Shawn McKinney
Grant Aslett
Breanna Empey
Override Films
PJ Hale, Calen Albert
Trenton Davis
James Brown
Amaya Frutkoff
Ariel
Craig Katayama
PRODUCTION DESIGN:
G&E SWING:
SOUND CAPTURE:
HMUA:
WARDROBE:
SEAMSTRESS:
2nd AD:
SOUND MIX:
VFX:
COLOR:
Lyndi Barr
Mr. Marky C.
Josh Hone
Bre
Megan Miller
Margie Romney-Aslett
Matthew Webb
Lockt Post
Brickyard VFX
Company 3
In early 2026 Yokohama Tire came to us with a request: create a :30s companion piece to the :15s PIT LIFE series of spots we'd created 4 years earlier. The mandatories? Use the same Pit Crew device, make sure the :15s cutdown can play alongside the others, gear it towards our CUV-driving families, and refresh the concept for 2026. In short, make something that fit in the same world without making the same thing again.
01 THE CHALLENGE
After drafting a dozen or so options, we landed on a script that Yokohama felt fulfilled their Adventure Bound ethos, then we partnered with my longtime friend and director Jeremy Miller of JMillsEnt to give the latest PIT LIFE spot a serious production upgrade. Motion control, bigger moves, and a lot of hyping each other up helped us find angles we hadn't seen before (even after 8 years of shooting tires).
We brought back the Pit Crew, built them a world to inhabit, and let everything be bigger, more fun, and better looking.
Oh, and we gave my toddler a cameo. Nepotism starts young.
02 THE APPROACH
Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started