The Insight
At a glance, it’s just a tire, but squint a little and its textures unfold into vast terrains, from rugged dirt paths to neon-lit streets.
The Idea
“Muddy & Meta” transforms Hankook tires into endless worlds of exploration. We created 10-second infinite looping videos where each tire’s texture seamlessly morphs into the journey it inspire.
As the camera zooms into the tire, you discover that the entire scene lives within its grooves, blurring the line between the tire and the adventure itself.
Dynapro.
Built for wild trails and muddy adventures, Dynapro transforms every dirt path into a playground. When you look closely, you’ll see a whole off-road world hidden in every groove.
Ventus.
Ventus invites you to cruise along endless coastlines and open highways, where each ripple in the tread feels like a wave waiting to be chased.
iON.
With a futuristic spirit, iON is made for electric city escapes and smooth, silent rides. Its sleek patterns hold the pulse and energy of tomorrow’s roads.
Watch with sound to feel the energy!
Impact
Impact
🌍 Massive Reach: Our content generated over 10.8 million views, dramatically increasing Hankook’s visibility across key platforms.
💬 Strong Engagement: We achieved more than 25,000 positive interactions, reflecting deep audience connection and enthusiasm.
🔥 Exceptional Brand Sentiment: Audience feedback was overwhelmingly positive, with top comments praising the creativity and execution
ROLE:
Art Director & Sound Designer
TEAM:
CD | Steve Harbour & Jim Riddle
ECD | Bob Rayburn
CCO | Jason Sperling