How The Idea Was Put Into Action
We flipped the model by pulling the core of the community in as talent and producers for the campaign capture. We went to their turf, used their trucks and photographed their garages. In just two weeks our nimble crew captured thousands of images and hours of video footage in four unique environments to show the performance of the tires in mud, rock, and sand. Throughout our process, we included the advocates by enlisting their help to review the creative work to ensure everything was on point. The result was a years’ worth of content including print, retail, social, web and more.