Michelin was launching the next tire in their storied Ultra High Performance ‘Pilot’ Series - and wanted to make a big splash.
So to create new brand advocates - and leverage the voice of existing ones, we created an unparalleled experience and captured it like never before.
Over the course of three weeks, we had six waves of carefully curated automotive influencers, and a handful of celebrities partake in an extraordinary two day experience including a drive through Joshua Tree National Park in a rotation of super cars, a series of professional race exercises at the exclusive Thermal Club Race Track in Palm Springs, and a hot lap in some of the world’s fastest vehicles.
In true Michelin fashion, each day was wrapped up with a special, private meal from a Michelin Starred chef.
All the while, our massive production team was capturing and editing everything live to deliver over 200 personalized, custom videos and 1000s of stills, to our influencers, to share with their fans, right away.