Full 2:08 spot here - https://vimeo.com/911718416

Barkley tasked us with producing a creative video to spotlight the distinctive features of Big O’s new Tires. They envisioned a modern, high-tech presentation that would highlight the excellence of their product. The project was unique in its blend of computer-generated imagery and live-action footage, the latter filmed at the iconic Popsicle Studios, known from the Nolan Batman movies. This collaboration with Spruce aimed to merge these elements flawlessly.

The Challenge

The intricacy of tire components posed a significant challenge, requiring a detailed 3D portrayal to demonstrate their construction accurately. Furthermore, achieving a seamless integration of live-action and CGI footage demanded meticulous precision, compounded by the need to accurately represent tires’ functionality in various environmental conditions within a single setting.

The Process

Our approach involved deconstructing a tire physically to understand and visualize its internal structure accurately. This hands-on examination facilitated the creative process, allowing for an innovative representation of the tires’ internal mechanisms. The project’s uniqueness was further enhanced by the use of a 2-ton motion control robot on set, adding a dynamic element to the live-action sequences.

The Solution

Our breakthrough came with the conception of CGI “terrain treadmills,” a series of testing stations designed to showcase the tires in diverse environmental conditions, from wet and dry asphalt to off-road scenarios. This concept not only highlighted the tires’ unique features but also enabled us to capture intricate details unattainable through traditional filming methods.