Campaign SpotlightPress Release

Bridgestone kickstarts regional campaign showcasing ultra performance of its tires through art and technology

SINGAPORE — Bridgestone Asia Pacific, India, China (BSAPIC), a group company of Bridgestone Corporation, has launched “Master the Art of Ultra Performance,” a regional marketing campaign that aims to creatively engage audiences by showcasing ultra driving performance as beautiful art forms. 

The question at the heart of this initiative is bold: can a tire create art? With this in mind, BSAPIC collaborated with a diverse group of artists, creative technologists, precision drivers and motorsport enthusiasts to reimagine the traditional tyre. The team harnessed spatial and speed data captured by AI-enhanced sensors installed on a high-performance sports car during intense driving scenarios to create four captivating art pieces in static and motion forms. These art pieces vividly depict the tire’s performance for speed, grip, control, and precision.

“What is fast is indeed beautiful,” said Lennard Kwek, Director for Brand Marketing & Communications at BSAPIC. “Just as motorsports have captivated fans with the visual excitement of races, we wanted to convey our tires’ mastery of these thrilling performances through artistic expressions. “

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The ad film will be broadcast across key digital media channels in Thailand, Indonesia, Vietnam, Malaysia, and Singapore, with additional markets to follow soon after. 

To find out more about the new “Master The Art of Ultra Performance” marketing campaign and experience BSAPIC’s premium tires, visit the website here: Master the Art of ULTRA PERFORMANCE 

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