Yokohama Tire
Aspects of Ambition
Brand
ProjectAspects of Ambition
Date
Feb 2026
Description
Yokohama Tire's Aspects of Ambition project explores the technical intensity of competitive motorsport through a multi-platform approach. The campaign blends documentary-style video content with high-contrast graphic executions, centering on the performance-driven culture of professional racing. The video component, produced with Max Cooper, utilizes cinematic techniques and slow motion to capture race cars on track and the precise mechanics of vehicle interiors. Complementing this, the series features stark, clean typography that emphasizes the drive required to excel in the industry. The project leans into a minimalist aesthetic to maintain focus on the visceral nature of the sport.
Style
Horizontal, Clean
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