When creating the ‘Michelin – The Way Forward’ Super Bowl spot, the aim was to create a world that looked like a modern campus for Michelin product testing; a complex of buildings all creating technology for current future tyres.
During the development time for this commercial, I wanted to fully develop something that would be accepted as as real building, with a serious approach. Therefore, a practical and architectural approach was needed to give the right feeling and proper scale etc.
I spent time sourcing what looked like the right materials. With the feeling of an upscale airport, with clean upmarket textures, but with more elegant use of coloured glass whilst still having enough smaller details to give it a technical and scientific feel.
I considered revealing the layers of the tyre towards the edges, however it seemed to ‘on the nose’.
Ultimately, although the client liked the final design proposal, they changed direction and wanted a more ‘happier’ & cheerful approac, so we used the ‘Bibendum’ face as a centre point, with some of the original dome designs to the side. Whilst not as adventurous as the concepts, it still worked well within the spot.