BIG FOOT A/T II & LEGACY A/S
Introducing Big O Tires' latest breakthroughs: the Big Foot A/T II and Legacy A/S. These tires aren’t just new; they’re engineered marvels designed to dominate every terrain and season. Crafted with cutting-edge technology and precision, they offer unmatched traction, durability, and performance. Elevate your driving experience with the perfect blend of rugged reliability and sleek sophistication. Welcome to the next generation of tires, only at Big O Tires.
THE ASK
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.
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 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.
THE DELIVERABLES
UNDER THE HOOD
With the extensive amount of CGI and Live Action work used to create the final product, we were able to compile an in-depth BTS look at our process from beginning to end.