Award-winning video agency WhiteNoise Media and famous tyre brand Michelin have worked together to create a video for Michelin’s new venture - footwear.
Around 23% of the UK population own a mountain bike, and in 2016 16.9 million runs were uploaded to Strava. Those who are used to being physically and emotionally tested might be familiar with the idea of using something more majestic than conventional footwear - in this world, performance shoes are as important as tyres are to a car.
Only one thing stands between an athlete and the ground, and Michelin soles have facilitated a new type of footwear designed to reach peak performance. Tailored for activities such as trail running and mountain biking, Michelin technical soles are inspired by their iconic vehicle tyres, and provide the same level of excellence.
WhiteNoise worked with Michelin to create a brand video to illustrate the Tyres to Soles story, which features on their new blog for outdoor sports enthusiasts: sole-power.com. The promo was filmed across a two-day shoot at the locations of Delamere Forest and Alderley Edge, using woodland as the perfect setting for Michelin soles to demonstrate their performance benefits on challenging terrain.
Also on set was a 3DR drone, which captured sweeping shots of the models against off-road terrain. In post-production, animations were used to transform Michelin tyres into outsoles for shoes, with motion graphics bringing the footage together into a video that will help audiences to get a grip on this new concept.
Lee Holdsworth, WhiteNoise Media Managing Director, said: "The Sole Power campaign has been a great opportunity to work with such a prestigious brand as Michelin, and we look forward to future projects with them. The WhiteNoise team worked with Michelin to execute a video concept that would clearly illustrate the brand's movement into footwear, and we used a combination of live action footage and motion graphics to explain the journey from tyres to soles."
Dawn Cooper, Global Communications Manager for Brand Licensing at Michelin, said: “Michelin are relatively new to the footwear category and this market segment, so we wanted to explain how our years of expertise in tyres is naturally transferred to the development of soles for performance footwear. This needed to be delivered in a simple and visual format, which is engaging for our target audience. We were happy to work with WhiteNoise Media again and the team has really helped bring the story to life!”
Link to video (can be downloaded from Vimeo):
"The Sole Power campaign has been a great opportunity to work with such a prestigious brand as Michelin, and we look forward to future projects with them."
Lee Holdsworth, WhiteNoise Media MD
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