BFGoodrich® | Trail-Terrain®

BFGoodrich — Trail-Terrain T/A® Campaign

Overview

We partnered with BFGoodrich and agency Six Speed to produce a campaign for the Trail-Terrain T/A®—a tire designed for drivers who move seamlessly between pavement and dirt.

Built around the idea that “the good road in isn’t always the good road out,” the campaign positioned the product as a reliable crossover between daily driving and off-road capability.

Challenge

The Trail-Terrain T/A® sits in a nuanced space:

More capable than a standard road tire
More refined than a full off-road tire
The challenge was to communicate this balance clearly—without over-indexing on either extreme.

The work needed to:

Showcase durability and off-road performance
Maintain credibility as a daily-use tire
Appeal to a growing audience of adventure-oriented drivers

Approach

We focused on real-world transitions—capturing the moment where pavement ends and terrain begins.

Rather than staging extremes, the creative leaned into:

Natural progression from road to trail

Subtle performance cues over exaggerated action

Vehicles being used as they actually are—daily drivers pushed just beyond their limits

This grounded approach reinforced the product’s versatility and credibility.

Execution

We delivered a high-end automotive production designed for both cinematic impact and technical clarity.

Key elements included:

Precision camera car work in collaboration with Override

Dynamic terrain shifts—from smooth asphalt to loose gravel and soft soil

Controlled driving scenarios highlighting traction, durability, and stability

Vehicles featured included builds from Subaru and Ford—reinforcing the tire’s fit within real-world adventure platforms.

Creative Direction

Developed by Jason Bax and John Towner, the campaign balanced:

Technical product storytelling
Cinematic automotive visuals
A grounded, authentic tone

The result was a piece that communicates performance without overstatement—aligned with the expectations of a knowledgeable automotive audience.

Impact

The campaign successfully positioned the Trail-Terrain T/A® as a versatile, everyday tire with real off-pavement capability.

By focusing on authenticity and real-world use, the work:

Reinforced trust in the product’s performance

Connected with a growing segment of adventure-driven consumers

Delivered a clear, differentiated message within a crowded tire market

Deliverables

Campaign film
Social-first edits
Automotive lifestyle content
Product-focused visuals

Team

Agency: Six Speed
Client: BFGoodrich
Creative: Jason Bax, John Towner
Production: Well Good Productions
Producer: Gareth “Gaz” Leah
DIT: Alexey Gulenko
Camera Car: Override
Talent: Justin Morgan, Jordan Chamberlain

Key Takeaway

In automotive, credibility comes from restraint.

By focusing on real-world performance and controlled execution, the campaign demonstrates how to communicate capability without exaggeration—building trust with an audience that knows the difference.

“Performance doesn’t need to shout—it just needs to show up when the road runs out.”

Agency: Six Speed @_sixspeed
Client: BFGoodrich @bfgoodrichtires
Creative: Jason Bax + John Towner @baxtowner
Production: Well Good Productions @wellgoodmedia
Producer: Gaz Leah @gazleah
DIT: Alexey Gulenko @alexeygulenko
Camera Car: Override @overridefilms
Talent: Justin Morgan @jmosends + Jordan Chamberlain @iamjordi_c
Vehicle: Subaru @subaru_usa + Ford @ford

#onlyepic #beyondtheordinary