There are endless ways to create art. While some offshoots of traditional painting, such as body art and animal designs, may have an element of novelty, brands rarely produce the kind of work they want to put their name on. These days, new technologies like generative AI and drone cameras are finding new ways to surprise and inspire businesses, from hospitality and tourism to consumer packaged goods.
But if you're a company that develops products that are focused on utility, like car tires, connect your brand with experimental art, without worrying about what your brand or product incorporates into it. Is there any benefit to that?
For Bridgestone Asia Pacific, India, China (BSAPIC) and its creative agency partner Distillery, the answer was yes. Bridgestone was trying to emphasize its position as a premium, high-performance tire brand. The research found that art and design are key passion points for such customers, helping to increase their affinity for the brand.
But how do you combine art, design, and product performance in a way that connects with consumers?
“Drivers understand the meaning of speed, control, precision, a sense of grip and performance. These are important benefits of tires for high-performance vehicles. But we're curious. What do they mean? Do we like it? What interesting results can we create by translating what we feel into something we see?” Lennard Kwek, Director of Brand Marketing and Communications, BSAPIC
The distillery team, led by creative director Gillett James Libby, came up with the idea of using spatial AI technology and sensors around a speeding car and its wheels to record data points as it travels. The idea was to allow Bridgestone tires to create art on the open road. I drifted down the pavement.
After two years of work, the completed work looks like this. The AI-generated art depicts the tire's high-speed stability, precision, grip, and control.
Although these product characteristics may not be inherently suited to creating overly dramatic expressions, Kwek feels that consumers will be intrigued by the results. “Fast is indeed beautiful,” he said. “Just as motorsport has captivated fans with the visual excitement of racing, we wanted to convey Tire's mastery of these thrilling performances through artistic expression.”
The ensuing ad film will be aired on major digital media channels in Thailand, Indonesia, Vietnam, Malaysia and Singapore, and subsequently in other markets. But perhaps just as interesting as the final product is a longer behind-the-scenes film that delves into the painstaking process.
credit
Creative Practice: Singapore Distillery
CEO and Founder: Steve Wien
Managing Director: Mira Sedivi
Creative Director: Gillett James Libby
Artist Advisor: Andy Yang
AI Artist: Radarboy 3000
Senior Producer: Dora Claire David Tipping
Senior Art Director: Jen Pan Chong
Account Manager: Arifah Begum
Production company: Electric Lime°
Director: Patrick Fileti
Director of Photography: Jani Hakri
Executive producer: Michael Ahmadzadeh
Documentary director: Daniel Marjan
Producer: Cole Tranter
Producer: Rayal Muti
Creative Director: Pavs Alexander
Line production company: Benetone Films – Thailand
Post-producer: Tan Li Jing, Josiah Singh
Offline Editor: Daniel Marjan
Online editor: Zn Zhuning
Colorist: Yanni Cronenberg
VFX: HDFX
Sound Design: MassiveMusic Sydney
Music composer: Daniel McCormick
Special note:
Simon Hahn & Esther Yue
 You've arrived at the Inspiration Station, showcasing imaginative and artistic works by creators of all kinds from across the Asia-Pacific region. Pause for a moment to recharge your creative batteries and find inspiration for your next big idea in the future. |
