TASK
Launch Bridgestone Potenza as a performance tyre built for drivers who want more than transportation.
Position it around control, grip and high performance while connecting the product to the emotional thrill of driving.
Make engineering feel exciting, not technical.
Launch Bridgestone Potenza as a performance tyre built for drivers who want more than transportation.
Position it around control, grip and high performance while connecting the product to the emotional thrill of driving.
Make engineering feel exciting, not technical.
OBSERVATION
Performance drivers do not chase speed for the number on the dashboard. They chase the physical rush that comes with pushing a car harder.
Performance drivers do not chase speed for the number on the dashboard. They chase the physical rush that comes with pushing a car harder.
INSIGHT
For driving enthusiasts, adrenaline is not the side effect of performance. It is the reason they want performance in the first place.
For driving enthusiasts, adrenaline is not the side effect of performance. It is the reason they want performance in the first place.
BIG IDEA
Designed for Adrenaline Addicts
EXECUTION
Potenza is imagined as the heart of an extreme performance machine, transforming the tyre from a passive component into the source of the adrenaline experience.
Potenza is imagined as the heart of an extreme performance machine, transforming the tyre from a passive component into the source of the adrenaline experience.
ART DIRECTION
The tyre is treated like a futuristic piece of high performance engineering, surrounded by turbine inspired machinery, glowing energy and an industrial testing environment. The dark metallic palette and red illuminated details make Potenza feel less like a tyre and more like a machine engineered to generate adrenaline.
The tyre is treated like a futuristic piece of high performance engineering, surrounded by turbine inspired machinery, glowing energy and an industrial testing environment. The dark metallic palette and red illuminated details make Potenza feel less like a tyre and more like a machine engineered to generate adrenaline.
Credits
Agency: ICON Advertising - Dubai
Client: Bridgestone
Concept, Art Direction, CGI & Retouching: Ahmed Mostafa
Managing Director: Firas Tirhi
Account Director: Sunil Rajasth
Client: Bridgestone
Concept, Art Direction, CGI & Retouching: Ahmed Mostafa
Managing Director: Firas Tirhi
Account Director: Sunil Rajasth
Retouching Process
