To help the leading mobility company introduce two new offerings in their legendary line of Defender tires, we looked beyond the product to tell a story — and delivered an omnichannel campaign that ultimately builds belief around Michelin’s promise to give people a better way forward. Undeniably human, “The Thrill of What Can Be” doesn’t just tell the world that Michelin’s Defender LTX M/S 2 and Defender LTX Platinum tires provide more in the way of durability and performance. It differentiates the brand by showing audiences all of the incredible experiences made possible by tires you can trust. Produced 100% in-house by EP+Co Productions, and brought to life by staff director RG Lacandola, the campaign is a testament to the team’s ability to provide clients with broadcast-quality content faster and more efficiently. Featuring digital, organic social, print, OLV and CTV, the campaign’s strategic creativity is obvious in every touchpoint, truly inspiring consumers to seek out The Thrill of What Can Be with Michelin by their side.