Commercial Tire had been using stop motion paper animation for their ad campaign for the last few years and were looking for an evolution. At CLM we explored a few different options and landed on introducing a realistic tire that interacted with the stop motion world that Commercial Tire's customers had come to know.

My task was to bring this look to life by modeling, animating, and superimposing the tire into the otherwise paper world. To ensure the best outcome, the lighting and coloring had to match the scene so that the tire felt at home within the space. Since the tire is constantly moving through the scene, the camera angle and distance had to be animated so that the tire's position on screen and depth were portrayed accurately.

Three videos were made to target three different demographics. The three tires were modeled after specific tires sold by Commercial Tire and matched those driven by people of each target demographic.