When you drive, the contact point of each tyre on the road is about the same as a single hand print. That message passed through your brain without stopping, didn’t it?

So Showpony Adelaide created the message as an illustrated story using hands, and the animatic performed really well in research. Then the agency called animation company, Resin. Resin and Showpony considered using a shadow artist and live action. And considered using CGI. The agencies brought in Las Vegas-based performing artist, Cheri Haight, but after a lot of discussion decided that her input would be as a consultant. “Cheri played a key role in the choreography of our story, but also helped us understand  the performance side of shadow puppetry. Her input was critical in developing a convincing and entertaining visual narrative,” explained Showpony creative director,  Parris Mesidis, who directed the video.

Haight assisted with the shape design that would give the ad its authenticity. So while animation allowed them to do whatever was needed and everything visible in the ad is computer generated,  Resin stayed true to real constraints. All the shapes are made from the shadows of their animated hands, shapes all possible by real hands.

Bridgestone is one of Showpony’s long term clients, but has not done a brand campaign since 2005. This wasn’t a case of say anything after 10 years’ silence and  make a difference. “The vast majority of people don’t think about tyres. At a gut  level we know they’re important, but it’s still a classic grudge purchase,” Greg Kavanagh,  Showpony group account director noted.

The soundtrack was composed by Sean Timms and performed by the Adelaide Symphony Orchestra. The commercial is appearing nationally on FTA TV, pay TV and cinema.