Design

Michelin | Motion For Life.

THE BRIEF

With a heritage spanning over a century and a market leading position in many countries, Michelin has been a worldwide advertising icon for decades. In a global campaign, Mikros MPC reteamed with BETC to launch a film highlighting the global tyre print of the Michelin brand.

OUR APPROACH

The “Motion for Life” campaign is an ode to mobility, authenticity, progress, and exploration. Under the direction of Joaquin & Lalou, the campaign tells real stories about real people in different countries, different landscapes and different weather conditions. It depicts a range of Michelin tyres from the most familiar on cars, trucks, bicycles and motorcycles to those you may not see in everyday life including airplanes, subways and rickshaws. Our teams creatively emphasized the tyres, highlighting them in white, the natural colour of the rubber. Mikros MPC defined a reference bible for the tyres design and animation, always keeping in mind the visual connection to the Bibendum character.

THE RESULTS

Michelin’s ‘Motion for Life’ campaign was launched in 2020 in France before going global, the campaign comprised of a film in multiple formats for TV, social networks, press, print and outdoor. The project was initially impacted by the COVID-19 crisis. As such, 80% of the animation and post-production was completed by the team working remotely from home.

Director
Joaquin & Lalou
Client
Michelin
Agency
BETC
Production
Control Films
Post Production
Mikros MPC
View full credits

the preparatory work greatly helped how we handled the production during lock-down. Everyone knew what had to be done according to our reference guide. In the end, most of the Mikros MPC motion design team worked on this project, at different times over many months. Although we were all physically isolated, ‘Motion for Life’ brought us together”.

Jeremy Wulf, Motion Design Director, MPC

Credits
Agency Team

BETC

Creative Director Rémi Babinet, Jérôme Galinha
Copywriter Rémi Campet
Art Director Rayhaan Khodabux
TV Producer Frédéric Genest

Production Team

Control Films

Creative Director Rémi Babinet, Jérôme Galinha
Copywriter Rémi Campet
Art Director Rayhaan Khodabux
TV Producer Frédéric Genest

Post Production Team

Mikros MPC

Executive Producer Claire Garraud
VFX Producer Sébastien Noyon
Motion Design SupervisorJeremy Wulff
Motion Design Jeremy Wulff, Maxime Orsini, Michael Moercant, Cyril Hiard, Agathe Sayegh, Hugo Guerrero
Colour Grading Sébastien Mingam, Jacky Lefresnes
Colour Grading Assistant Loic Lavaux
Editor Léo Gatelier

Music

The Chemical Brothers "Galvanize"

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