Samples from the original storyboard. The ending was changed, but the concept of showing the Engineer DJing while the Driveguard equipt car continued to drive tickles my funny bone.
DRIVEGUARD VS. ARCHER SOCIAL VIDEO
In 2016 Bridgestone Tires released their state-of-the-art run-flat tire, Driveguard and for the first time, they were a partner in the 2016 Summer Olympic Games. They tasked Big Fuel with finding a way to promote both. What came about was a unique piece of branded content that shows consumers that if a Driveguard tire could withstand an arrow shot from the bow of US Olympian Khatuna Lorig then it surely would protect them from the everyday hazards of the road. This concept went on to influence the Olympic TV work produced by Leo Burnett.