Michelin is launching a new brand campaign titled "Sur la route et au-delà!"/ "On the road and beyond!" - reaffirming its innovative DNA. Four years after the "Motion for life" campaign, which celebrated movement and the richness of its products and services, Michelin now highlights its unique expertise in material science and assembly.
This campaign showcases extraordinary innovations, such as an autonomous vehicle capable of exploring the moon with technologically advanced wheels, and a ship's wing designed to decarbonize maritime transport.
"Every scene was treated differently. We sometimes go from a shot that was fully created with CG into a shot that was filmed with real effects."
Guillaume Dadaglio, CG supervisor at The Mill.
Directed by Henry Scholfield ( Wanda) and conceived by the BETC agency, the campaign employs a spectacular aesthetic that combines stunning cinematography and 3D effects, once again brought to life by the talented team at The Mill Paris. This TV campaign is complemented by a print campaign, also designed by the BETC agency with the Print service of The Mill Paris.
Behind the Scenes
Launched in France in May, the campaign will be rolled out in nine other countries, including Spain, Italy, China, Thailand, Malaysia, Vietnam, the United States, Canada, and Brazil.
Discover the previous campaign below.