Tyre adverts have been stuck in the middle lane for far too long; showing cookie-cutter families in cars, travelling on wet roads, with a super-slow-mo shot of tyre treads going through water. It’s advertising wallpaper. So we took a different direction. And instead, used a single tyre to demonstrate Falken’s technical skill. We created a CGI version of an art installation that cycles through all the different weathers you could come across on any given journey in good old Blighty. Showing that whatever the British weather throws at them – sunny one minute, tipping it down the next – Falken tyres keep on turning.