Canadian Tire Winter Tire Commercial
automotive
Step into the wintry ambiance of Montreal’s Mirabel Airport, the backdrop for our demonstration of Canadian Tire's Winter Edge 2 tire. Navigating the lively media event, our team adeptly highlighted the tire’s design intricacies with sharp close-ups and state-of-the-art CGI.
production team
Agency — Steak+Sizzle
Executive Producer — Bonar Bulger
Producer — Michéle DesLauriers
Junior Producer — Ken Pham
Director — Kiril Shmidov
Director of Photography — Max Messier
First AC — Alexane Bouvrette
Second AC — Anthony Rodier
Gimbal Operator — Austin Grass
Grip — Joz
Photographer — Jordan Lenssen
the Brief
Canadian Tire approached us with the vision of showcasing their Winter Edge 2 tire in its true element: the unforgiving winter. Our mission: to capture the tire's performance on a winter course, focusing on its integrity and design — especially the Sipes that expertly channel away snow and water. Juggling our shoot within the timeframe of an ongoing media event posed logistical challenges, emphasizing the need for efficiency and expert coordination.
the SOLUTION
In response to Canadian Tire's brief, our mission was to showcase the Winter Edge 2 tire's performance in challenging winter conditions, with an emphasis on the tire's integrity and design, particularly the efficient snow and water channeling ability of the Sipes.
We tackled the logistical challenges presented by the concurrent media event by focusing on three key areas. First, our camera crew captured detailed close-ups of the tire that highlighted the intricate tread patterns and its sturdiness during the slippery winter course. Second, our post-production team seamlessly incorporated CGI to extrude the details of the Sipes. By crafting visual effects, we depicted winter elements engaging dynamically with the Winter Edge 2 tire and emphasized its design effectiveness. Finally, we adjusted our plan, accommodating the shifts in equipment setup and shooting schedules, to guarantee focused footage capture without disturbance or interference with the media event.
As a result, we produced a high-quality commercial that not only displayed the Winter Edge 2 tire handling severe winter conditions but also resonated with Canadian Tire's ethos of reliability and performance. Our commitment to applying innovative strategies and creative prowess was evident in the output, demonstrating our ability to deliver a satisfying outcome despite time constraints and simultaneous media activities.
Winter Edge 2: Precision Grip Meets Cutting-Edge Design
Dive into the detailed workings of the Winter Edge 2 tire. Observe as we use close-up shots and CGI to highlight its design and performance in challenging winter conditions. The footage presents a straightforward yet sophisticated look at the tire's capabilities.
