Creation of 3D videos for Michelin:

Exploring the challenges and life cycle of 100% sustainable tires

STRATEGIC AND LONG-LASTING CONTENT.

The objective

On November 25, 2021, as part of a sustainable development day at Michelin’s R&D center in Ladoux, the Group presented an overview of its priority areas of action to achieve its goal of making Michelin tires 100% sustainable by 2050.

The event was also an opportunity for Michelin to reiterate its commitment to continued investment and innovation in tire industry, in line with its new “Michelin in motion” strategic plan presented last April.

To this end, Michelin asked us to illustrate the issues and lifecycle of its sustainable tires with two videos.

It was important for the videos to highlight the fact that Michelin’s entire approach is designed to be environmentally friendly. Each stage in the tire’s life cycle, from its design to its use and then ultimately its recycling, is designed to reduce Michelin’s impact on the environment as drastically as possible: supply and choice of materials, energy resources for their production, reduced wear, recycling, etc.

See our Regen’Lab (an interactive device we previously created for Michelin).

Les enjeux des pneus durables MICHELIN

Le cycle de vie des pneus durables MICHELIN

Challenges:

As these videos were initially intended for journalists and subsequently the general public, the content had to be accessible yet technically accurate enough for our audiences to understand the overall innovation.

We worked hand in hand with Michelin to find the right balance between technical complexity and accessibility.

We were able to illustrate the complexity of this large-scale project by using highly precise 3D-rendered films and accessible vocabulary.

We were able to meet Michelin’s expectations by using a combination of technical and poetic storytelling.

Our Mission

CREATING 2 VIDEOS FOR MICHELIN

IN LESS THAN 2 MONTHS!

Objectives of film n°1: To remind viewers of the technological aspects of tire making, to explain the complex issues that often hinder tire performance and, in this context, to introduce the challenge of sustainability.

Objectives of film n°2: To illustrate a tire’s life cycle in a clear and simple way. To describe, for each step of a tire’s life cycle, the ambitions and practical measures that Michelin are developing to improve the environmental impact of their tires.

OUR EXPERTISE

IN CONTENT CREATION

  • Storytelling,

  • Creative output in the style of the Michelin brand,

  • Recording studio for voice-overs,

  • Animation,

  • Realistic Rendering,

  • Special Effects

  • Also Physics Simulation to make details such as tire deformation (a direct result of tire–road interactions) as precise and realistic as possible….

OPTIMIZING

CONTENT PRODUCTION

These two films, which were initially created for the sustainable development event, were also posted on the Michelin website and their social media for the general public. Michelin also uses the videos internally for long-term in-house training purposes.

“It’s not an easy task making technical content, rich in the concepts of chemistry and physics, attractive & accessible, and yet, thanks to close collaboration with the SoWhen? team, we were able to achieve remarkable results. We see it every time we use the Regen'Lab and with all types of audiences: people are amazed, surprised to have so easily understood our advanced content around our actions on sustainability. Of course, we also went through some difficult moments during the implementation of this project, but we always found unfailing support from the SoWhen? team, who accompanied us both throughout the whole project, and afterwards, with great initiative in proposals, availability and optimism. We're already working on the next updates and especially the translation of the product demonstrator into a new language... the Regen'Lab is a definite success 🙂 "
Annalisa De Simone
Topic Leader Research and Innovation for Michelin

Experiences that combine creativity and technological innovation in the service of meaning

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