The brief

Capture and showcase Michelin's "Driving the green" campaign in an entertaining and informative aspect. Partnering up with Chad from Kasi Golf had us talking about the element of tyres and how they are an improvement for our environment.

The cut

The rhythm is built on the local music selection. Every location enters mid-motion, nothing establishes as we know they are on a golf course. The master runs under two minutes for socials; each cutdown opens on a different hole with different topic.

The grade

Every city graded to the same clean base, so four locations read as one brand. No teal, no "instagram" look.

The result

Four cutdowns carried the campaign across three markets. The hero film doubled the previous campaign’s completion rate.