Staff Reporters
May 2, 2024

Bridgestone uses tyres and spatial AI to literally drive new art

INSPIRATION STATION: With pavement as its canvas, the experimental work by Distillery uses data points from a speeding car's wild ride to create some rather staid artwork.

There are limitless ways to create art. Some traditional painting offshoots like body art or animal-painted designs have had a novelty factor, but rarely create works that brands wish to attach their names to. These days, new technologies like generative AI and drone cameras are finding new ways to dazzle and inspire for companies from hospitality and tourism to consumer packaged goods. 

But if you're a company behind such a utility-focused product as a car tyre, is there any merit to linking your brand to experimental art at all, nevermind something that incorporates your brand or product within it?

For Bridgestone Asia Pacific, India, China (BSAPIC) and its creative agency partner Distillery, the answer was 'yes'. Bridgestone was looking to underscore its position as a premium, high-performance tyre brand. Its research uncovered that art and design were a key passion point for such customers, helping to drive brand affinity.

But how to combine art, design, product performance in a form that might connect with consumers?

“Drivers understand the sensory and performance meaning of speed, control, precision and grip. These are the critical tyre benefits for high performance vehicles. But we are curious. What do they like? What interesting outcomes can we generate from transforming something that we feel to something we can see?” Lennard Kwek, director, brand marketing and communications, BSAPIC, 

What the Distillery team led by creative director Guilet James Libby came up with, was to allow Bridgestone tyres to create art on the open road, using spatial AI technology and sensors around a speeding car and its wheels to record the data points as it weaved and drifted across a tarmac. 

Two-years in the making, the works produced looked like this, with the AI-generated art representing the tyres' high-speed stability, precision, grip and control:

While these product attributes might not be naturally suited to creating overly dramatic expressions, Kwek feels their consumers will be intrigued by the outcome. “What is fast is indeed beautiful,” he said. “Just as motorsports have captivated fans with the visual excitement of races, we wanted to convey our tyres’ mastery of these thrilling performances through artistic expressions. “ 

The ensuing ad film will be broadcast across key digital media channels in Thailand, Indonesia, Vietnam, Malaysia, and Singapore, with additional markets to follow. But perhaps, just as interesting as the final works is the longer, behind-the-scenese film which delves into the painstaking process it took. 


Creative Practice: Distillery Singapore
CEO and Founder: Steve Wheen
Managing Director: Mila Sedivy
Creative Director: Guilet James Libby
Artist advisor: Andy Yang
AI Artist: Radarboy 3000
Senior Producer: Dora Claire David Tipping
Senior Art Director: Jenn Perng Chong
Account Manager: Arifah Begum
Production Company: electriclime°
Director: Patrick Fileti
Director of Photography: Jani Hakli
Executive Producer: Michael Ahmadzadeh
Documentary Director: Daniel Marjan
Producer: Cole Tranter
Producer: Layal Mooti
Creative Director: Pabz Alexander
Line Production Company: Benetone Films – Thailand
Post Producers: Tan Li Jing, Josiah Singh
Offline Editor: Daniel Marjan
Online Editor: Zn Zhuning
Colourist: Yanni Kronenberg
Sound Design: MassiveMusic Sydney
Music Composition: Daniel McCormick

Special mention:
Simon Hearn & Esther Yue

You've arrived at Inspiration Station, a look at imaginative and artistic work from creators of all kinds across Asia-Pacific. Step off for a minute to recharge your creative batteries and find inspiration for that next big idea of yours further down the track.


Campaign Asia

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