2025-06-03
Adam Savage Puts Michelin to the Test: Inside Our Groundbreaking Partnership with Tested
Insights from Creative Director, Landon Barton
Let me tell you how I got to work with Adam Savage and the team at “Tested,” because yes — it was absolutely a bucket list project. But more than a personal milestone, this was a decision rooted in what was best for our client, Michelin, and their latest innovation.
Starting with a Revolutionary Ask
In 2024, Michelin approached Signal Theory with an exciting challenge: launch their most advanced long-haul trucking tire yet — the X® Line Grip D. This wasn’t just an incremental upgrade. From the start, the features and performance enhancements sounded truly revolutionary. And Michelin made it clear: they wanted this launch to feel and look different.
To us, that meant more than just marketing a product. We know people trust experts they can see in action more than they trust technical claims — chalk that up to authority bias. So our goal was to create experiences that made complex engineering feel real and relevant, helping overcome the natural skepticism that meets any new innovation. We needed to tell a story that would cut through the noise, persuade our audience with immersive storytelling and inspire belief in the technology and the power of the Michelin brand behind it.
The Adam Savage Solution
Our solution? Partner with Adam Savage — beloved science communicator, maker and former MythBusters host and Star Wars special-effects veteran — now reaching millions through his YouTube channel Tested.
Adam is the perfect fit. He brings a rare mix of credibility, curiosity and contagious enthusiasm. His ability to translate complex technology into exciting, human stories aligned seamlessly with Michelin’s message of innovation. He could make this tire more than believable — he could make it cool.
This partnership offered strategic advantages:
Differentiation – No competitors were doing anything like this in the B2B trucking space.
Cross-generational appeal – Fleet managers who grew up on MythBusters and next-gen leaders already following Tested would both be engaged.
Elevated storytelling – Michelin could sidestep the sometimes dry tone of traditional B2B and create something genuinely memorable.
Brand halo – With Adam’s belief in this tire, it’s not just credible — it’s inspiring.
From Concept to Collaboration
We reached out to Adam’s team with our pitch — and to our delight, they loved it. Together, we designed a collaborative content plan that included:
Two major shoot locations – Houghton, Michigan (way up in the Upper Peninsula), and the Laurens Proving Grounds in South Carolina.
Four real-world tests – With Adam participating hands-on to put the X® Line Grip D to the test.
Behind-the-scenes storytelling – Interviews with product designers, tours of Michelin’s R&D facilities and deep dives into the innovation process.
My Bucket List Moment
Now here’s where the personal part kicks in. I was excited — and nervous. I’ve been a fan of MythBusters since I was a kid. These people were heroes to me. And not just Adam — meeting Norm Chan and Joey Fameli from Tested was equally thrilling.
On location, the Tested crew was exactly as they appear on YouTube: focused, fun, kind and total pros. I found myself pitching in wherever I could, pretending to be a Tested team member for a few days. It was pure joy.
But the real magic happened when Adam experienced the tire test results firsthand. You could see it in his face — he wasn’t just hosting a video. He believed. That moment shifted everything. From that point forward, his enthusiasm infused every piece of content we created.
Social Proof in Action
Our goal was to support Michelin’s product launch with something invaluable: authentic social proof. We didn’t just say “This tire is revolutionary” — we had someone our audience already trusts say it for us. When a respected authority like Adam validates innovation, it creates the kind of third-party credibility that technical specs alone can’t achieve.
The result? Content that feels less like an ad and more like an experience. Through Tested’s YouTube, Instagram and Adam’s own following, we reached new audiences we’d never touch through traditional channels. And best of all, we could funnel that awareness back into Michelin’s owned media and speak directly to our core B2B base. It’s the best of both worlds.
When B2B Becomes Human
This project is proof of what happens when you trust your audience to care — when you meet them not just with specs but with stories. When you use joy, curiosity and meaning to carry a message that matters. It wasn’t just a tire launch. It was a reminder that business decision-makers are people first. And people remember what makes them feel something.
