DUNLOP | 3D Visualising  | Tyre Concept Exploration

3D Visualising – Hero 3D render of Dunlop tyres suspended mid-air in a dark industrial space, creating a dramatic promotional visual.
3D Visualising – Conceptual 3D render of Dunlop tyres floating in an abandoned warehouse, highlighting their form and tread detail.
3D Visualising – Promotional 3D render of Dunlop tyres arranged in a dynamic suspended cluster within a moody industrial setting.
3D Visualising – Atmospheric 3D render of Dunlop tyres levitating in an open-roofed warehouse, designed for a conceptual campaign.
3D Visualising – Studio-style 3D render of Dunlop tyres floating against a clean white backdrop for a bold product showcase.
3D Visualising – High-contrast 3D render of Dunlop tyres on a white background, highlighting texture and design in a promotional hero shot.
3D Visualising – Floating tyre cluster in a clean white studio render for Dunlop, designed as a striking conceptual visual.
3D Visualising – Conceptual hero render of Dunlop tyres suspended in motion, set against a bright white background for dramatic contrast.

The Spare Tyre Project | Dunlop Tyres

Originally developed as part of a campaign pitch for McCann Bristol, this project was ultimately shelved before it reached the client — but it felt far too visually rich and technically ambitious to leave behind. Reborn as a standalone exploration, The Spare Tyre Project became an opportunity to push the boundaries of 3D visualising in a sculptural, stylised form. The title is as literal as it is ironic — a spare idea that was too good to waste.

Set in a moody, industrial environment, the imagery explores the weight and form of tyres in unexpected ways — floating, spiralling, and colliding mid-air. This wasn’t just about rendering products; it was about reinterpreting them in a way that suggested movement, tactility and presence. The scene was built around a cinematic composition, using light and shadow to drive atmosphere and emotion, giving a typically utilitarian product an almost balletic quality.

Technically, the project was an exercise in high-detail realism. Displacement mapping was used to bring each tyre’s tread to life — capturing the intricate grooves and depth that simple bump maps can’t convey. This level of surface fidelity was key to achieving photorealism, particularly in the darker scenes where subtle specular highlights reveal material detail. Each tyre was carefully lit and rendered, before being composited into photographic backplates and environment passes. The interaction between object and ground — including reflections, shadows and contact lighting — was handled with intent, ensuring the CGI elements felt completely integrated into their physical surroundings.

Although born from an abandoned brief, this project has since taken on new value as a showcase of creative potential. It serves not only as a visual experiment, but as a proof of concept — the kind of work that invites new conversations with clients around bold ideas, product storytelling, and immersive 3D applications.