distillery Singapore creates new AI-powered campaign for Bridgestone

Bridgestone Asia Pacific, India, China (BSAPIC) and distillery have announced the launch of a new campaign. Leveraging the power of AI in this new execution, distillery’s Singapore office has collaborated with BSAPIC to create a campaign that seamlessly merges the worlds of driving and art, aimed at highlighting the brand’s premium ultra performance tyres.

 

BSAPIC wanted to solidify their position as the leading premium & high performance tyre brand in Asia Pacific and establish Bridgestone as a sustainable premium brand. distillery commissioned custom research on the high performance tyre customer, which uncovered art & design as a key passion point and driver of influence for brand affinity. However, the creative challenge was how do we visualise the complexities of high performance tyres and connect with consumers in a meaningful way?

Lennard Kwek, Director, Brand Marketing & Communications, BSAPIC, said: “Drivers understand the sensory & 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?”

BSAPIC & distillery collaborated with a diverse group of artists, creative technologists, precision drivers and motorsport enthusiasts to reimagine the traditional tyre. The team harnessed spatial and speed data captured by AI-enhanced sensors installed on a high-performance sports car during intense driving scenarios to create four captivating art pieces in static and motion forms. These art pieces vividly depict the tyre’s performance for speed, grip, control, and precision.

The result is Bridgestone’s first-ever collection of unique AI artworks, each meticulously designed to resonate with the brand’s values and capture the essence of driving enthusiasts.

Guilet Libby, distillery Creative Director, APAC, said: “At distillery, we are committed to pushing the boundaries of creativity and innovation. Our collaboration with Bridgestone exemplifies our dedication to delivering impactful campaigns that resonate with audiences and drive results.”

“Steve Wheen, Global CEO, distillery, emphasises that at distillery, we prioritise tangible outcomes over mere marketing noise. We leverage creativity to achieve measurable results for our clients. The Bridgestone campaign stands as a prime illustration of how we generate value for our clients.”

Credits:
Creative Practice: distillery Singapore
CEO and Founder: Steven 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
VFX: HDFX
Sound Design: MassiveMusic Sydney
Music Composition: Daniel McCormick
Special mention: Simon Hearn & Esther Yue