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.
Big O Tires
BRAND
Big O Tires
AGENCY
Barkley
CATEGORIES
Live Action, 3D Design
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.
The Deliverables
The project culminated in a 2-minute CGI-rich video, complemented by 30 and 15-second segments for social media, web, and broadcast use. These deliverables successfully married the technical sophistication of Big O Tires with the cinematic flair of live-action footage, presenting the tires in a compelling, visually stunning manner.
