Some recent work we did for B.F. Goodrich.
On May 1st, B.F. Goodrich introduced a new tire to their lineup, the Rugged Terrain. We were fortunate to be chosen to shoot the campaign for the tire brochures, as we have done in the past for a few of their previous tire launches.
The client wanted to shoot this tire being used both on the highway and off-road, as this is a tire designed for those that want both aspects in one tire.
We had to shoot a truck running at speed on the interstate. Location scouting proved that a bridge on an open interstate was the best spot, but how would we pull it off? One thing we decided was that it was best to work in conjunction with the video production company . The Virginia State Police probably weren’t going to let us close the highway for two separate shoots so we coordinated with The Branching, who were doing the video portion of the campaign, and we split the time in that location. We decided that using the chair rig once again would be the best approach for our running shots. Don’t worry folks, my helmet is on and this chair is safe and tested. After a few rolling stops of existing traffic by the state police (as well as a few choice words from a few angry drivers) and we got what we were looking for.
Part of the idea of idea behind this campaign was that we needed to show the tire being used both on and off road. The creatives at the Martin Agency decided that the best way to show it would be to actually have two separate trucks shown in the same spread. (see example). Since we were shooting in a few different locations, we really had to plan how this would work out. Not only were we dealing with different elevations relationships between the camera and the trucks, we were also using different brand trucks in the same shot. It was tough to see how everything would line up. Lots of measuring, scouting, and planning led us to the final results. We were happy, the agency was happy and the client was happy.
*We shot the still life shots prior to the shoot.