Michelin Commander III

Scope

Michelin needed a bold, high-impact content campaign to launch its new Commander III tire—a product built for performance-driven riders who demand reliability and style. The brief was to create a dynamic video campaign that captured real-world riding scenarios while highlighting key product benefits, especially wet-weather performance.

Creative Direction

Fueled by my passion for motorcycles, I directed the visual storytelling behind the Commander III launch campaign. From concept through execution, I led the creative strategy and brought the brand’s performance promise to life with cinematic, rider-focused content.

We set out to capture a blend of natural beauty, real rider energy, and high-performance visuals—balancing polished product storytelling with authentic on-road moments. The creative approach needed to feel raw, powerful, and aspirational.

Content Creation

We produced a full content library designed for launch, product education, and social engagement. Highlights included:

• Launch video and supporting product cutdowns

• High-impact social teasers

• Wet-weather performance demo footage

• On-bike and lifestyle b-roll

One of the campaign’s technical challenges was showcasing wet-road performance. We partnered with a top-tier production crew to simulate rain conditions on a tight schedule closing down a highway section—using water trucks and pumps to bring the scene to life and ensure visual credibility for rain.

Results

The final campaign delivered a promising experience that elevated the Commander III’s presence in a highly competitive market. Michelin’s message came through loud and clear: this tire performs where it matters most. The campaign generated excitement, reinforced product trust, and captured the spirit of the ride.

Social Videos