MICHELIN
CROSS CLIMATE REVELATION
Michelin presents a major innovation with a tire designed for all seasons. Superbien illustrates this technical feat through an immersive video mapping experience.
(About the project)
To reveal the lifeline of a revolutionary tire, Michelin entrusted Superbien with staging its innovation. The goal: to make a lasting impression with a powerful artistic display at an exclusive event focused on mobility.
Superbien designed a spectacular holographic video mapping that traced the life of the tire through the seasons on a double scenic tulle screen.
(Creative response)
The show is based on an immersive scenography and a double projection tulle for an amplified visual experience. Michelin's innovation becomes a visual narrative, thanks to a space-time journey combining motion design, holograms, and sound composition.
A memorable product launch, transporting the audience into a sensory narrative around a technical object, reinforcing Michelin's image of innovation.
(Result & Impact)
The experience inspires wonder, effectively supporting the tire's promise of robustness and adaptability. The unique format reinforces the visibility of the innovation, while affirming the narrative and immersive power of Superbien's design.
Credits
& Team
Meet the talented individuals who brought this vision to life, each contributing their expertise and passion to make it all happen.
- Agency Havas Event
- Creative director & Stage design Jean-Baptiste Hardoin
- Artistic direction & video contents Superbien
- DOP Nicky Tisserand
- Direction Thierry Garnier
- Video projection ETC Audiovisuel
- Photography Pascal Montary
-
Music
Start Rec
6ème Son