| The Brief |
The new Motomaster winter tires are built for the cold, and Canadian Tire needed 5S to build the appropriate adventure to show their resistance in action.
CANADIAN TIRE x Motomaster
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| The Content |
5S collaborated with production company Steak+Sizzle to capture the innovation of the new Motomaster winter tires in a 30-second spot. A large-scale shoot on a racetrack was organized, with innovative technical processes to represent the movement of the wheel on screen using rigs, beautiful macro shots and sensory sound design to feel the proximity and resistance of the tires on Canadian roads.
| The secret sauce |
5S hired a professional racing driver to put Motomaster tires through their paces on a real racetrack.
