Our latest for Michelin via TBWA\Chiat\Day New York.

The right tire can improve safety performance, reduce fuel consumption and extend tread life. Michelin’s first global advertising campaign, “The Right Tire Changes Everything™” has been demonstrating these three key performance benefits since 2009. The fourth advertisement in the series launches today and illustrates the importance of tires for staying safe on the road, especially in dangerous, rainy conditions.

The new advertising spot features the Michelin Man in an animated world of mobility in which inhabitants navigate heavy rain and slippery roads as they are assaulted by mischievous raindrops.  As an ambassador of the MICHELIN® brand, the Michelin Man comes to the aid of motorists in trouble, replacing their tires with Michelin tires that he pulls from his body, helping drivers to avoid disaster. The new ad features the MICHELIN® Primacy™ MXM4® tire, which demonstrates a braking distance of up to 29 feet shorter in wet conditions than a leading competitor.

Client: Michelin
Brand: Michelin
Title: Rain
Length: :30
Creative Agency: TBWA\Chiat\Day New York
Chairman & CCO: Mark Figliulo
Art Director: Rebecca Fargnoli/Kasia Haupt
Copywriter: Pamela Jones/Emily Frankfurt
Head of Production: Robert Valdes
Senior Producer: Jason Souter

Production Company: Psyop / Smuggler
Director: Psyop
Creative Director: Laurent Barthelemy and Anh Vu
Executive Producer: Lydia Holness
Producer: Justin Romero
Designers: Anh Vu, Tae Kim, Eunice Kim, Sam Ballardini, Pete
Sickbert-Bennett, Kitty Lin
Matte Painting: Seung Ho, Henrik Holmberg
Storyboard: Ben Chan
Lead Technical Director: Zed Bennett
VFX: Rich Magan, Jimmy Gass, Miguel Salek
CG Lead: Helen Hyung Choi
Compositors: Jason Conradt, Fred Kim, Manu Gaulot, Borja Pena, Dan Short,
Adam Flynn
Previz: Pat Porter, Michael Shin, Kitty Lin
Layout: Soo Hee Han
Modeling: Atsuki Hirose, Soo Hee Han, Alek Vacura, Sylvia Apostal
Rigging: Zed Bennett and Vadim Kiyaev
Lead Animator: Kitty Lin
Animation: Michael Shin, Roman Ko, Doug Litos, Nick Dubois
Lead Lighter: Shu Chen Lin
Lighting/Texture: Soo Hee Han, Oliver Castle, Sylvia Apostol, Eric Xu,
Aldrich Torres, Pink Christopher Bonnstetter, Chris Russo, Alek Vacura
Editorial: Psyop
Editor: Cass Vanini
Mix: Sound Lounge

Sound Engineer – Philip Loeb
Sound Design: Sound Lounge
Sound Designer- Marshall Grupp
Producer: Gloria Pitagorsky

Music: Sixieme Son (SACEM)
Composer: M. Boumendil
Publisher/Producer: Sixieme Son
Voiceover: John Doman

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