Bridgestone showcases ultra performance through art and technology
Bridgestone is showcasing the beauty of performance with the launch of a passion fuelled, innovative “Master the Art of Ultra Performance*1” artwork series, using technology and artificial intelligence in its formation. The concept, executed by Bridgestone Asia Pacific, India, China (BSAPIC), aims to engage audiences through creatively showcasing driving performance characteristics as striking and beautiful artworks.
The question at the heart of this initiative is bold: can a tyre create art? With this in mind, BSAPIC collaborated with a diverse group of artists, creative technologists, precision drivers and motorsport enthusiasts to reimagine the traditional tyre. The team harnessed spatial and speed data captured by AI-enhanced sensors installed on a sports car during intense driving scenarios to create four captivating art pieces in static and motion forms. These art pieces vividly depict the tyre’s performance for speed, grip, control, and precision.
“What is fast is indeed beautiful,” said Lennard Kwek, Director, Brand Marketing & Communications, BSAPIC. “Just as motorsports have captivated fans with the visual excitement of races, we wanted to convey our tyres’ mastery of these thrilling performances through artistic expressions.”
As well as the composition of four bespoke artworks, the concept saw the creation of a passionfuelled and through provoking video content that has been launched across the BSCAPIC region, including in the Australian and New Zealand markets. This regional marketing campaign is a celebration of Bridgestone’s deep passion for motorsports and performance.
The content also celebrates Bridgestone’s specially designed Potenza performance range, showcasing the capabilities and strengths of Bridgestone’s products: high speed stability, precision, grip and control.