Bridgestone uses AI and tyres to create captivating art forms

Bridgestone APAC India, China (BSAPIC), the group company of Bridgestone Corporation, is showcasing the driving performance of its tyres through beautiful art forms in a new regional campaign.

The campaign, titled ‘Master the Art of Ultra Performance’, was done in collaboration with a diverse group of artists, creative technologists, precision drivers and motorsport enthusiasts to express the different benefits of its ultra-high-performance tyres.

Don't miss: Under Armour's AI-powered commercial stirs up debate on creative accreditation

By harnessing spatial and speed data that was captured by AI-enhanced sensors installed on a high-performance sports cars during intense driving scenarios, four art pieces in static and motion forms were created.

The artwork includes 'High Speed', 'Precision', 'Grip' and 'Control' along with a campaign film that takes viewers behind the scenes to witness a sports car create strokes and gallery viewers get intrigued by the artwork.

For example, the 'High Speed' artwork uses bold and sweeping strokes to reflect the rapid manoeuvres of a skilled driver while also translating the thrill and exhilaration into a visual experience.

Similarly, the 'Precision' artwork showcases geometric patterns revealing a blend of order and creativity to highlight the deliberate swerving strokes produced by the tyre.

“What is fast is indeed beautiful,” said Lennard Kwek, director, brand marketing and communications, BSAPIC.

“Just as motorsports has captivated fans with the visual excitement of races, we wanted to convey our tyres’ mastery of these thrilling performances through artistic expressions,” he added.

As more and more brand experiment with AI to create campaigns, they must be wary about creative accreditation. This comes shortly after sportswear company Under Armour’s new AI-powered commercial with boxer Anthony Joshua came under fire for allegedly reusing the work of others without proper credit.

The monochrome commercial takes audiences on a journey through Joshua’s mind and features the desert landscapes of Saudi Arabia inspired by the poem “Ozymandias”, according to director Wes Walker, who posted the ad on his Instagram page. 

Netizens are divided on the commercial. While some are in favour of it because they are fans of Anthony Joshua, others have pointed out that the commercial appears to be a quick cashgrab.

"A fully AI commercial that robs the talent of actual videographers and editors just for the sake of money? Barf," said one user in a comment under Under Armour's post.

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