Todd Hippensteel, designer
Marco Howell, art director
Brian Cooper/
Jeremy Lind, writers
Chris Peel, associate creative director
Eric Eisele, creative director
Joe Alexander/
Cliff Sorah, executive creative directors
John Norman, chief creative officer
Val Battenfeld, producer
The Martin Agency, ad agency
BFGoodrich, client
To launch its new tire, BFGoodrich planned a night autocross unlike any other. The racecourse literally showed tire performance through banks of lights illuminated by data collected from g-force sensing equipment in each vehicle. Each driver's brain activity was also monitored to show the correlation of performance and fun. For such a special event, we needed a special invitation. The tires were hand delivered to participants and data collected at the event was laser engraved. 8 pages, 20 x 16, 4-color.
