Vredestein is a high-end tire company. DJ Hardwell is, as his name would suggest, a DJ. And Carmen Jorda is a world-class racing driver. What do the three have to do with each other? To support their new winter tyre Wintrac xtreme S, Vredestein took Carmen Jorda down to the snowy Chilean mountains and had her test out the new winter tires. All the while some technicians measured the performance of the tires whilst braking, turning, accelerating and more. Then they used software to transmit the data into a midi-file which then DJ Hardwell then used to remix his hit "United We Are," featuring Amba Shepherd

We've seen "blank created into music," executions before. Most notably VW and Nike and FCB measured mountains to create music for Jeep.

Someone should come up with a name for this execution style.

VREDESTEIN CHIEF MARKETING OFFICER: Marco Paracciani HEAD OF GLOBAL MARKETING COMMUNICATIONS: Bandi Vaczi DIRECTOR MARKETING EUROPE & AMERICAS: Tanneke Reinders GLOBAL MARKETING COMMUNICATIONS: Sandeep Bhadwal ONLINE MARKETING COMMUNICATIONS: Jip Hoppen MANAGER PR: Romy uit het Broek MARKETING COMMUNICATIONS Ilse Jansen J. WALTER THOMPSON AMSTERDAM BUSINESS DIRECTOR: Michiel van de Graaff DIGITAL DIRECTOR: Jesse Houweling EXECUTIVE CREATIVE DIRECTORS: Marcel Hartog, Bas Korsten CREATIVE DIRECTOR: David Navarro CREATIVE ART: Guney Soykan, Gerard Foekema, Cesar Garcia CREATIVE COPY: Nick Bruckman, Julio Alvarez STRATEGY DIRECTOR: Agustin Soriano SCREEN PRODUCER: Kiek Beljaars DESIGNER: Vinesh Gayadin SENIOR UX DESIGNER: Joeri Kiekebosch TECHNOLOGIST: Emmanuel Flores J. WALTER THOMPSON LONDON GLOBAL BUSINESS LEADER: Jagdip Bakshi GLOBAL BUSINESS DIRECTOR: Paul Kehoe GLOBAL ACCOUNT MANAGER: Harris Kantas EXECUTIVE CREATIVE DIRECTOR: Axel Chaldecott ART DIRECTOR: Glenn Gibbins GLOBAL STRATEGY DIRECTOR: Magnus Wood GLOBAL OPERATIONS DIRECTOR: Andy Smith HEAD OF ART BUYING: Sue Clifford VIDEO PRODUCTION PRODUCTION COMPAGNY: Czar DIRECTOR: Aaron van Valen D.O.P: Paul Ozgur EDITOR: Wouter van Luijn POST/VFX: De Grot ANIMATIONS: Superhero Cheesecake SOUND/MUSIC: Audentity DIGITAL PRODUCTION PRODUCTION COMPAGNY: Superhero Cheesecake KSM ACCOUNT MANAGER: Sam van Beek ACCOUNT MANAGER: Ward Enckhof PHOTOGRAPHY PHOTOGRAPHER: Frans Dekker POST PRODUCTION EXECUTIVE: Mark Beernink
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Comments (1)

  • David Felton's picture
    David Felton

    Then they used software to transmit the data into a midi-file which then DJ Hardwell then used to remix his hit

    Y'know, I'd like to know exactly what they mean by this. Because I'm sure they did the 'remix' visuals in post and the speed of the car is probably only tangentially related to the tempo of the track.

    Oct 12, 2015

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.