Bridgestone is launching their new Potenza Sport tyres and wants to position them as the undisputed choice for all drivers, from racing enthusiasts to practical choosers, across all markets. 

With the power and precision as well as performance that the new Potenza Sport can offer any driver, we wanted to create a visual that demonstrates this benefit in the clearest way possible, while setting ourselves apart from the competition. So we use the visual idea of a tyre almost merged with any terrain it’s on, signifying that the level of performance is so high, they are one with the roads they are on.