Michelin Commander III
Michelin’s launch of the Commander III tire called for a bold, high-impact content campaign—and I was ready to roll. With my passion for two wheels leading the charge, I directed a dynamic library of launch, product, and social videos that showcased the tire’s performance in real-world conditions. We captured stunning backcountry footage on Florida roads, paired with raw energy from Daytona Bike Week, to bring the brand’s vision to life. A key challenge was demonstrating wet-weather performance, so we teamed up with a top-tier production crew, using water trucks and pumps to create rain on demand. The result? A visually striking, adrenaline-fueled campaign that put the Commander III in the spotlight.
Daytona Cut-Down
Launch Video
Product Video
Photography
Josh Letchworth was snapping that shutter on the camera as we captured our video shot list. This was a great experience managing large production teams from the faux rain at night to directing the Russian arm through Daytona for smooth running shots.
