To tell a story centering on the durability of Toyo’s best-selling tire, the Open Country MT, we created a 1:00 spot to showcase a set of tires that just won’t quit. We cut that 1:00 spot into :30 and extracted stills into printed format. With the help of professional race car driver Robbie Gordon, we traveled to the desert to shoot the sheer power of the Open Country MT traversing the arid landscape. From its inception through execution, my vision was the traditional pit stop turned on its head: Gordon’s aggressive navigation of the tough desert terrain demanded adjustments to the entire body of the truck. But Toyo’s relentless Open Country MT keeps on driving.
Creative Directors: Simone Nobili. David Reyes
Art Director: Ryan Sonderegger
Film Crew: The Work