For two decades, Michelin had the best-performing drive tire on the market. When they launched a new, better tire and asked fleet owners to switch, they hit a roadblock. The problem was perception. This tire looked different, the technology felt complex, and the myth that all tires are the same threatened to drown out the message.

We partnered with Adam Savage to produce exclusive long-form content on his YouTube channel, Tested. The series went behind the scenes at Michelin facilities to break down the innovation and put it to the test. Despite conventional wisdom saying no one watches long-form video, fleet owners engaged, shared, and bought.