Bridgestone
Sepang
→ The Bridgestone Potenza Sport is a high-performance tyre built for exceptional handling, allowing sports car drivers to truly express their style on the road.
Bridgestone and Lamborghini teamed up for an exclusive three-day racing event, where VIP guests were invited to drive an Esperienza Corsa with Bridgestone tyres on a professional track. In collaboration with Distillery, we developed a bespoke software that creates a personalised generative artwork in real-time, creatively capturing each guest’s unique driving experience and style and showcasing the effectiveness of Bridgestone’s Portenza Sport tyres for high-performance vehicles.
Approach →
By connecting our sensor to the car, we collect key vehicle data, focusing on throttle, speed, RPM, and G-force. Analyzing these factors across different driving situations — like cornering, braking, and acceleration — helps us understand whether the driver is more controlled, aggressive, or cautious.
Elements in the artwork include a rotating ribbon, speed lines, and distinctive Potenza tread. Through thorough R&D and testing, we’ve fine-tuned how these elements can evolve to truly simulate the driving experience. For example, the tread glows red when speeding up, while the ribbon rotation slows as the driver accelerates out of a bend.
Developed in Melbourne and deployed in Sepang, Malaysia, our solution for Bridgestone is designed to be straightforward and ready for future activations. Simply connect the sensor in the car and editor app to your workstation, and you’re ready to jump into action.
Experience →
Before hitting the track, they received a briefing on the technology and had their helmets fitted. To ensure they received their personalised artwork after the event, Brand Ambassadors prefilled each VIP’s Lamborghini dealer’s email address into our system.
Each Lamborghini was equipped with our wireless sensor, transmitting live data back to the Pit.
Our system was meticulously designed to capture and interpret a wide range of driving data as VIPs navigated the track. Developed through extensive testing, calibration, and optimisation, it ensured a consistent data stream from all points on the circuit. This allowed the artwork to accurately reflect each driver's unique driving dynamics.
Different driving styles were immediately recognised, with aggressive drivers creating faster, brighter and more angular artworks. Some drivers grew in confidence as they progressed through the circuit, and onlookers could see that reflected in the artworks.
The artwork was ready to view immediately as each driver exited the vehicle, so Brand Ambassadors guided drivers to a secondary station where they could select their favourite driving moment. Each artwork “resolved” to a particularly interesting frame which served as a static souvenir, in addition to the video output, of each driver’s experience.
After the event, each driver received a personalised email and their video artwork hosted on a private website. Here, they could download the video to share the experience with their friends and family.
During the Sepang event, we created dozens of unique artworks for the VIPs, delivering a personalised experience that made their experience with Bridgestone tyres truly unforgettable.
